JBS Textile Group A/S is a family-owned and family-run Denmark's largest and leading underwear manufacturer which maintains its leading position by focusing on four core values: comfort, quality, innovation and individuality. The company responsible for the sale of CR7 Cristiano Ronaldo underwear is getting ready to enter the Macau market.

The company is responsible for the sale of the underwear products under the name of the Portuguese soccer superstar. The CR7 Cristiano Ronaldo fashion brand will be in the Macau market next year.

The company is currently registering the trademark in the Special Administrative Region, a process which is expected to be finalized by the end of the year, following which the product will reach the SAR.

They have applied for the registration of the CR7 Cristiano Ronaldo trademark in Macau, which was published in the Macau Official Gazette dated 16 July 2014 and expect to have the final trademark registration by December 2014.

The reason for application is, of course, that JBS Textile Group has plans to launch products under the brand name CR7 Cristiano Ronaldo when they have the registration fully completed.

As, JBS Textile Group does not operate its own stores it chooses partners to whom the products are sold. For the Macau market, however, partners have not yet been chosen. This decision will be taken once the registration of the brand is fully completed.

The company are having negotiations with different potential partners but for the present they have not signed any contract.

While, the Macau market will have a strategy for the sale of the products that varies from countries such as Australia, France, Denmark and Germany, where Cristiano Ronaldo branded underwear is also sold.

Each country in the world where they launch the CR7 products has its own strategy with local corporation partners, as well as how to launch the products.

In the beginning of the month, the second underwear collection by Cristiano Ronaldo was launched, featuring the player himself.

The Real Madrid’s star clothing brand began to be produced last year only in the underwear segment in a partnership with JBS and New York fashion designer Richard Chai. Since this year the footballer’s brand has expanded to premium shirts and shoes. CR7 represents the initials of the Portuguese player and his number in Real Madrid.

JBS Textile Group began as a manufacturer of mens underwear and this remains to be their core business. However, over the years they have extended their line of underwear brands resulting in the current portfolio consisting of Olympia / Maraton, Norwegian Dovre and the well-known Danish sock brand Egtved. The latest addition to the family is the swedish brand Resteröds.