# Jeremy Allen White for Calvin Klein Spring 2024

> A billboard reaction to the underwear campaign drew more than 3.8 million TikTok views.

- Owner: Calvin Klein
- Kind: Campaign
- Sector: Fashion & accessories
- Seed date: 2024-01-04
- Peak date: Week of Jan 5, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 38 (Niche, provisional), v1.2
- Mechanics: Response chain, Creator relay, Platform jump, Press loop, Controversy

## Summary

Calvin Klein launched White’s rooftop film and billboards on January 4. Friends’ reaction videos and X jokes spread; visitors sought out the billboards. BRLO parodied the ad, and PVH later claimed first-week underwear sales rose 30% year over year.

## Timeline

- 2024-01-04 — Calvin Klein (YouTube) — Calvin Klein released Mert Alas’s rooftop film with Jeremy Allen White and placed billboards in Manhattan.
- 2024-01-04 — Los Angeles Times (Press) — The Los Angeles Times covered the campaign and Instagram users’ reactions.
- 2024-01-04 — @theabbybible, @aardenee and @aaliyarae (TikTok) — Creators filmed friends watching the ad and bowing to its billboards.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/calvin-klein-jeremy-allen-white

Cite as: How It Spread (2026). “Jeremy Allen White for Calvin Klein Spring 2024.” Case HIS-00723. Spread Score v1.2: 38/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00723