Robert Irwin, the son of the late Crocodile Hunter Steve Irwin, is stepping into the spotlight in a bold new way. In a provocative underwear campaign for Australian brand Bonds, Irwin models with venomous snakes, spiders, and lizards, leaving little to the imagination. The campaign is part of Bonds' U.S. launch, and Irwin, a conservationist and TV personality, has no hesitation in taking part.
Irwin revealed in an exclusive interview with People that his decision to participate was immediate, driven by his love for taking on new challenges. “It was a pretty immediate yes,” Irwin laughed, emphasizing how he’s in a phase of life where he wants to explore new, exciting opportunities, even if they make him nervous. The shoot, which included posing with dangerous animals, was a natural extension of his adventurous life, where he’s spent years working with crocodiles and snakes.
To prepare for the campaign, Irwin focused on getting in top shape. While staying active with his daily work at Australia Zoo, he admitted to doing extra workouts, cutting back on carbs, and staying fit with activities like hill sprints. His family, including his brother-in-law Chandler, a professional athlete, and his mom, a former bodybuilder, offered their support and advice throughout the process. Irwin views the campaign as an opportunity to further his father’s legacy of animal conservation.
He explained, “It’s about finding ways to get the wildlife conservation message out to new audiences.” The ads, while cheeky, are a platform to raise awareness for wildlife, something that remains at the core of his family’s work. When asked how his father Steve would have reacted to the ads, Irwin laughed, saying, “There’d probably be a few ‘Crikeys’ thrown around!”
The campaign, titled “Made for Down Under,” sees Irwin posing among real-life snakes, spiders, and crocodiles. Tanya Deans, president of Bonds Australia, stated, “Bonds has a long history of celebrating Aussie talent in our campaigns, so it was only right that we partner with Australia’s biggest rising stars to celebrate our launch into the U.S. market.”
Irwin continues his dad’s legacy, working as a zookeeper, television presenter, and conservationist. On TikTok, he has more than 8 million followers and is constantly going viral with his videos showcasing the Australian wildlife. The Bonds collection is now available in the U.S. exclusively through Amazon and Bonds Australia, with plans to expand into physical retail in the future.
Irwin’s commitment to conservation shines through in this unconventional campaign. He hopes that by stepping out of his comfort zone, he can engage a wider audience in wildlife conservation efforts. “I’m representing Australia,” he explains. “So I wanted to look my best and to feel my best and just feel really confident.”
In the photos, Robert Irwin is not only seen modeling Bonds underwear, but is joined by the likes of animals such as snakes. He told People magazine that he didn’t hesitate when it came to accepting the modeling job, stating, "It was a pretty immediate yes." Irwin also shared, "I wish I could say I was very suave and cool about the whole thing, but I was like, 'Yes! Let's do it!' Because Bonds in Australia is an absolute icon."
As he embarks on this new chapter, Robert Irwin remains dedicated to his father's legacy. He aims to create positive change for the environment and for fellow humans, reflecting on his father's influence: “I’ll always feel so lucky that I had the most amazing dad in the world, who was literally a superhero.” The campaign serves as a reminder that embracing new experiences, even those that might seem unconventional, can lead to impactful conversations about conservation.
The “Made for Down Under” campaign will roll out across digital, social, podcasts, and streaming platforms beginning in April. Bonds is now available in the U.S. exclusively on Amazon and at bondsaustralia.com. The company has plans to expand its business into physical retail in the future.
With a century of history behind it, Bonds is an Australian underwear brand that has been operating since 1915. Founded by George Allan Bond, an American who immigrated to Australia, the brand has become a staple in Australian households. Bonds was acquired by Hanesbrands as part of its purchase of Pacific Brands Limited in 2016 and today operates as a subsidiary under Hanes Australasia.
As Robert Irwin models the Chafe Off line of boxer briefs while outdoors, he emphasizes the importance of using this platform to advocate for wildlife conservation. He hopes to inspire others to take action and be part of the solution for protecting Australia’s unique wildlife.
In a world where many seek to connect with nature, Robert Irwin’s campaign not only showcases his commitment to conservation but also highlights the significance of family legacy. As he continues to pave his own path, he carries with him the spirit of his father, the Crocodile Hunter, inspiring a new generation to appreciate and protect the natural world.
