David Beckham is bringing the heat in his sexiest Hugo Boss campaign yet, stripping down to nothing but his underwear. The smoldering images demanded attention, as did the accompanying video - both shot and directed by the legendary fashion photography duo Mert and Marcus - which instantly went viral.

David Beckham was supported by his wife Victoria and their children, Romeo, Cruz and Harper at the launch of his latest David Beckham x BOSS One campaign in London

David Beckham bares all at 49 in racy BOSS underwear campaign - The footballer turned Boss ambassador joins the new wave of pin up celebrity male underwear models

The corridors on the way down into the cavernous, screen-walled venue were lined by some of the images of Beckham which, by the time this post is published, should be generating exactly the level of focus on its new bodywear range that Boss was hoping for.

David Beckham is back in the spotlight, this time trading in his tailored suits for, well, a lot less fabric. As he approaches the big 5-0, the soccer legend has decided that the best way to celebrate is by posing in his BOSS ONE Bodywear collection.

"I once said that my body wear modeling days had come to an end," Beckham explains before opening up on why he decided to strip down and show off his still-stellar physique for a Boss campaign.

David Beckham can finally eat a decent meal again. The sports star, who signed a multiyear global partnership and design deal with Hugo Boss for the Boss brand last May, is now stripping down to his skivvies for the Boss One Bodywear collection.