‘Crikey!’: Robert Irwin Stars in Bonds ‘Made for Downunder’ Campaign

Beloved Australian underwear brand Bonds has chosen conservationist, TV personality, and legend Robert Irwin as the face of the ‘Made for Downunder’ campaign in the United States.

The 21-year-old has stripped down to his undies for the campaign, and while we’re trying to avoid addressing the snake in the room, that’s a pretty large one that he’s holding onto, a black-headed python to be precise.

“I’ve worn Bonds my whole life, and now, being part of this campaign feels unreal—it’s an honour to represent such an iconic Aussie brand on the global stage,” said Irwin. “Bonds truly captures the laid-back Aussie spirit and sense of adventure we’re known for, and I’m stoked to help bring that feeling to America. I’m also really happy that we feature the beautiful wildlife I work hard to protect.”

• Who: Aussie icons Robert Irwin & Tkay Maidza
• What: Bonds’ new US campaign ‘Made for Down Under,’ celebrating expansion into America
• Where: Bonds will be stocked on Amazon and bondsaustralia.com
• When: April 4, 2025

The ‘Made for Down Under’ national campaign is exclusive to U.S. audiences and will roll out across the states via out-of-home, digital, social, podcasts, and connected TV beginning in April and running through the rest of the year.

While you can get Bonds at most Australian retailers, the brand is available exclusively on Amazon and at www.bondsaustralia.com in the U.S.

“We’ve been part of Australian households for generations, and we’re proud to continue delivering the comfort Aussies know and love,” said Tanya Deans, President of Bonds Australia. “From the outback to the beach, Aussies live life to the fullest—often surrounded by sharks, snakes, and spiders—but there’s one thing that keeps them relaxed through it all: wearing comfy Bonds undies.”

“We cannot wait for our US mates to experience Bonds for the first time,” said Kedda Ghazarian, Bonds’ Head of Marketing. “The average Aussie household has 12 Bonds products in their home. We’re quite literally the first thing people put on in the morning and the last thing they take off at night. Now, we’re excited to help Americans level up their top drawer with down under comfort.”

If you’re lucky enough to be heading to the USA in the next 12 months, keep your eye out for Robert as the face of Bonds. He’s joined by Tkay Maidza, the rapper, singer, and songwriter who’s blowing up locally and internationally and has collaborated with the likes of Kaytranada.