David Beckham x BOSS ONE Bodywear blends cinematic spectacle, inclusivity, and cultural influence, proving that true brand impact can be commanded.

Not Jeremy Allen White, whose smalls-on-a-corduroy-sofa moment was last year's biggest thirst trap by a country mile, but David Beckham, long-time friend of BOSS - and no stranger to stripping off in the name of selling briefs.

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.

FAMILY AFFAIR: The Beckhams came out in full force to support David Beckham’s steamy Boss One underwear campaign reveal in King’s Cross, London, on Thursday.

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.

When a male celebrity does an underwear ad, the adoring and thirsty comments come rushing their way – just think of when Jeremy Allen White did that Calvin Klein campaign or when Michael B. Jordan posed in that iconic underwear.

David Beckham stepped out in London on Thursday night to launch his latest steamy BOSS campaign, with wife Victoria and kids Romeo, Cruz and Harper all in attendance

The visuals portray Beckham arriving in style—a sports car, a New York City penthouse, and the iconic drumbeat of ‘In the Air Tonight,’ bringing together luxury, masculinity, and the unmistakable New York City energy. To be succinct, the dream of any man at the peak of his life coming home to his bachelor pad.