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

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.

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.

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.

David Beckham and Victoria Beckham have been married for over 25 years now, and despite some bumps in the road the longtime couple seem more in love than ever. Victoria has always been David's biggest fan, and suffice to say she's on board with his new underwear ad campaign.

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.

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