David Beckham Strips Down to Boxer Briefs for Boss One Bodywear Campaign

Goal!

Months after kicking off a new fashion partnership with Boss by wearing finely tailored suits, David Beckham strips down to, ahem, far less for the brand’s latest campaign launch. The soccer legend gets wet and steamy in Boss underwear as the face of the brand’s new Boss One Bodywear collection.

Shot by acclaimed fashion photography pair Mert and Marcus, the campaign features stills and a short film with Beckham in a variety of fits including tight briefs and T-shirts in black and white. The full range consists of men’s underwear essentials like trunks, tank tops and more in minimalist hues and blends of cotton and elastane.

“I once said that my body wear modeling days had come to an end, but when Boss shared their ambition for the range and brought in my good friends Mert and Marcus to shoot the campaign with their brilliant creative ideas I simply couldn’t refuse,” Beckham said in a statement. The 49-year-old nodded to his previous underwear outings modeling for Emporio Armani and H&M. “The new Boss One collection is beautifully made. I’m proud to support Boss in our long-term strategic partnership with this campaign.”

Added Hugo Boss CEO Daniel Grieder: “The launch of the Boss One Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham. It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”

News of Beckham’s campaign — designed by the Team Laird agency — comes in conjunction with a Boss One Bodywear event held at Lightroom in Kings Cross, London, on Thursday night. The fete featured a screening of the campaign film, seen below and shared to Beckham’s 88 million Instagram followers, with Golden Martinis crafted on-site by luxury gin brand Seventy One, and performances by DJs Mark Ronson and Honey Dijon.

Boss’s Beckham blitz will include billboards in “high-traffic locations,” and in Boss stores and department stores across the world. In addition, campaign clips will be splashed up on the big screen and on streaming platforms like Amazon Prime, Netflix, HBO Max, Paramount Plus and Sky TV. Don’t be surprised to see some of your favorite influencers also slipping into the Boss wares as the brand confirms that it has linked up with “close to 100 talents of the moment” to show off their Boss Ones on various social platforms.

The Boss One Bodywear collection will be available online, at Boss stores and pop-ups, and via select Boss wholesalers beginning Feb. 1.

It’s been a busy few days on the underwear beat. Taylor Zakhar Perez recently debuted in tighty whities for Lacoste. The Red, White and Royal Blue actor posed in his skivvies for the brand in Paris as part of his new role as a Lacoste ambassador.