The British media named David Beckham their most recognizable soccer player through the moniker “Golden Balls.” The Demo God remains a position among the prosperous male modeling figures in undergarment history. David Beckham ended his camera-striped days twelve years ago and returned to the fashion industry through his new Boss One campaign under Mert & Marcus’s direction.
Beckham announced his return during the campaign launch in London’s Lightroom space, which displayed pictures from the shoot to establish Boss’s new entry into bodywear.
Why Beckham Came Out of “Underwear Retirement”
Beckham had committed for numerous years to avoid another underwear modeling opportunity. The football star repetitively told his team, “It does not matter what it is, I am not going back: I am not doing another bodywear campaign,” but he returned to the industry.
Boss CEO Daniel Grieder became the critical element that moved David Beckham back into underwear advertising. His commitment to join the Bandiera team again stemmed from his belief in Grieder’s enthusiasm and foresight. Daniel’s vision, which he conveyed during our meeting, deeply convinced me about his direction.
The brand believes this campaign is crucial in its history since Bodywear represents its iconic product group. Grieder says the campaign aims to inspire global customers and fans of the brand with unprecedented vigor.
A Star-Studded London Premiere
Underwear modeling royalty Beckham required an A-list premiere to mark his comeback, so the London event delivered beyond expectation.
Victoria Beckham joined her husband at the event with their son Cruz and Jackie Apostel by his side. Gordon Ramsay, Guy Ritchie, Gemma Chan, Mark Ronson, and Jodie Turner-Smith were also present.
During the Golden Martini drinking session, the crowd grew more excited to watch the Trey Laird-directed campaign film premiere, which referenced the golden era of advertising underwear.
The Campaign: A Modern Take on Classic Ads
The film reveres three legendary advertisements: Friends’ Topless Man, Alfred Hitchcock’s Rear Window, and the lavishly iconic 90s Diet Coke commercial.
The short film shows Beckham playing himself in a bare Manhattan high-rise apartment where he does everyday activities while wearing Boss One boxer briefs. These white undergarments remain on his body throughout most of the piece. Beckham performs pull-ups, takes long showers, deep-thinking stares, and discards his shirt before resting on the sofa as onlookers across the block in his objectification.
He returned to work with Mert & Marcus after they created his game-changing 2008 Emporio Armani underwear campaign. Beckham understood he needed the photographers to return, so he left the set to discover their welcoming reaction: “Here we go again!”
How Beckham Got in Peak Shape at 49
During his 50th year, Beckham presented himself as a physique for Boss advertising and showed that training as an athlete can make age-irrelevant.
His 12-week transformation included:
- Two-a-day workouts
- A high-protein diet
- A complete ban on alcohol
The project required my absolute focus since I understood it marked my entry into this purpose.
These competitions honed his skills. Food proved more challenging for Beckham than his workouts. The project demanded that I eliminate all my beloved foods, starting with pizza through pasta and then fried chicken and French fries.
Before completing the photo session, he discovered a delicious feast of his loved treats prepared by his team. I left the set and discovered my team giving me a surprise meal consisting of pizza, fried chicken, and potato chips. A truly magnificent dinner was my most delicious culinary experience.
The GOAT of Underwear Modeling
All soccer players-turned-underwear models since Ronaldo Ibrahimović, and Ljungberg, Beckham stands unequivocally unique in his ability to occupy space in a model role.
At 49, Beckham uses the Boss campaign to declare something bigger than bodywear advertisements. Beckham demonstrates that confidence, fashionable appearance, and peak physical fitness do not belong to young people.
Your age does not matter because how confident you feel in your skin should give you unlimited potential to perform anything you choose.
David Beckham has held the title of GOAT throughout his soccer career, fashion career, and current underwear modeling.
Sophia Walker is a fashion journalist who reports on the latest trends, events, and industry news, keeping readers informed about the dynamic world of fashion.
