AFL star Dustin Martin brings in the big bucks for Bonds underwear

Bonds is experiencing a revival thanks to its current poster boy, Dustin Martin.

The 29-year-old Richmond Football Club star fronts the underwear brand’s latest ad campaign.

Dustin strips down to just his undies in the new campaign, and according to the company, it’s proven to be the winning ticket.

Speaking to The Australian on Thursday, the owner of the company revealed Bonds is now a $500million business.

They said the inclusion of Dustin in their latest ad campaign helped them crack the fickle youth market. 

The 100-year-old brand was acquired by U.S. company HanesBrands in 2016, with a plan to overhaul its image as a youth brand.

‘We are very pleased with our Australia business. The team down there is doing just a fabulous job and continues to grow year-over-year,’ said HanesBrands CEO Steve Bratspies.

It’s not the first time Dustin has fronted a Bonds ad campaign, as he’s worked with the company for the past few years.

‘Dustin’s contribution has helped us deliver a new and elevated product with real sporting pedigree,’ Bonds Head of Marketing Emily Small told Man of Many in August 2018. 

Speaking to the publication, Dustin confessed that he never thought his football career would lead him into modelling.

‘It’s good to do something different and get out of my comfort zone. It’s been great to work with the team and have a bit of input,’ he said at the time. 

He added: ‘Football consumes a lot of my time so it is good to get out and do different things.’