The six-foot-high advert was projected onto the outside of upmarket London department store Selfridges yesterday (June 6, 2009) in front of thousands of waiting fans.
In the picture, the 34-year-old soccer star is seen posing in tight-fitting black boxer shorts, with his muscular chest shining. He is gripping a rope and has his hair slicked down.
Designer Giorgio Armani said: "David has a great sense of style and is an inspiring role model –- this is what makes him the perfect partner for Emporio Armani underwear."
"'I am very excited that David Beckham's new campaign image was unveiled exclusively in his home country - and where better than at such an iconic retail destination as Selfridges."
David's wife Victoria was present at the unveiling, and gave her husband a tender kiss as she saw the image.
Last year, David signed a three-year, $33 million deal to become the global ambassador of the Italian fashion house.
Victoria has a $19.8 million deal with the company, with her latest advertising campaign revealed in New York store Macy's last month.
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