David Beckham showed his prowess on the football field at Wembley on Wednesday, June 10, 2009. But today it was his pant prowess that was being scrutinized! David Beckham fans took over one of Britain’s busiest streets as the footballer unveiled the latest image for his Armani underwear campaign of himself wearing only underpants.

The event marked the launch of Emporio Armani’s new underwear campaign, which stars the footballer and a poster in which he is pictured clutching a rope as he models the snug-fitting pants was unveiled outside Selfridges in London’s Oxford Street. In his campest photoshoot yet, the 34-year-old LA Galaxy and Milan star poses stripped to black pants, with a rope coiled around his waist. His hair is slicked down and side-parted.

Beckham, more fully dressed in a navy single-breasted Armani suit and accompanied by presenter Gaby Logan, seemed bemused by the attention and screams from fans and from hundreds of onlookers as the poster was revealed at the store. The crowd, many of whom had been there since 9am, jostled for space on the pavement, already crowded because of the tube strike. As the first billboard of Beckham to appear in London was unveiled, the crowd cheered and wolf-whistled their approval. One girl was sick with excitement over the barricade. His wife, Victoria Beckham, was inside the store, in personal shopping.

Beckham, was asked if he enjoyed the experience and said he did not mind the photos being taken, but added: “When they’re unveiled it’s a little embarrassing.” He said he did not go on special diets for the pictures to be taken but “obviously I work out before these shoots”. Beckham added: “I’m very proud to be here today.”

Giorgio Armani said, “David has a great sense of style and is an inspiring role model – this is what makes him the perfect partner for Emporio Armani underwear. I am very excited that David Beckham’s new campaign image was unveiled exclusively in his home country and where better than at such an iconic retail destination as Selfridges.”

The image was shot by Mert Alas and Marcus Piggott renowned fashion photographers who are also responsible for the images of Victoria Beckham for Armani.

The company has seen a 150% rise in the sale of their pants – as seen on Beckham – since the three-year deal, rumoured to be worth £10m launched in 2007.