But never quite in such an, er, upfront manner.
Not that David Beckham looks in the least bit bashful as he models a pair of brilliant white briefs from Giorgio Armani.
The former England captain stares sternly from the poster as if defying anyone to suggest a little computer enhancement might have contributed to the chiselled six-pack or, indeed, to any other parts of his striking physique.
It is a look that, at Manchester United, Real Madrid and his present club LA Galaxy, has won him admirers far beyond the football stadia.
It also appeals to Armani, who said Beckham represented “a notion of modern masculinity: as a sports hero, husband and father”.
His spokesman was less forthcoming about the posters. Asked if the images had been enhanced to give Beckham a greater appeal, he replied: “No comment.”
In comparison, when he wore similar white trunks on holiday off Italy's
Ligurian coast 18 months ago, he just did not seem to fill them as
Natural look: David Beckham caught unaware while on a yacht in Italy in summer 2006
His wife Victoria, who once famously named him Goldenballs presumably for his prowess on the pitch, knows a thing or two about body shaping.
Time and again in photoshoots, there has been a suspicion that she has been air-brushed to accentuate a feature or remove a blemish.
David seldom appeared on the pitch for his first LA Galaxy season and now that it is over is supporting Victoria on the US leg of the Spice Girls reunion world tour.
But it seems she will not be the only girl seeing a lot more of her husband.
The new advertising campaign will see him on billboards in major cities such as New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.
Of the campaign, Giorgio Armani said: "David is truly a modern day icon in that his fame extends well beyond the realm of soccer.
“He is considered as one of the world's most talented soccer players and a former captain of his national team, but his image has come to stand for more than this.”
Beckham said: "I first met Mr. Armani quite a few years ago while I was working with the England team when he designed our World Cup suit.
"I've been a big fan of his style for a long time and, through the years, my wife and I have become friends with him, so I'm happy to be working with him now. For me Giorgio Armani is a man who has been at the top of his game for more than thirty years."
All of which back-slapping no doubt means the pair feel the union is going to be a lucrative one - for them both.
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