David Beckham strips down yet again in the latest set of ads for his H&M underwear line, released to promote the launch of new items in the collection this fall.
Victoria Beckham's other half shows off his abs and tattoos in the black-and-white shots, as well as the signature bodywear he helped design with the retailer.
His body is the picture of physical perfection, but the soccer star told the Associated Press he didn't stress over getting fit to be on display.
"I did nothing different," he said. "I'm naturally fit of course as an athlete so there is nothing out of the ordinary I do."
The steamy ads are only the most recent in his promotional campaign for the line, which Beckham said has been incredibly successful thus far.
"I'm very happy that so far people seem to like it, and the first season was incredibly successful," he told the AP. "The challenge is to keep it going and establish a brand that will last many years. That is my ambition."
The ads are sure to draw in many eyeballs, as buzz for the Beckham family is high lately. David ushered in the start of the 2012 London Games by carrying the Olympic torch to the stadium by boat, and wife Victoria closed out the festivities in a show-stopping reunion performance with the Spice Girls during the closing ceremony.
See The Full New Ads of David Beckham in Underwear for H&M