David Beckham’s unveiling as the global face of Emporio Armani underwear last November came with a great deal of jibber jabber surrounding his true intentions in hopping across the pond. Was it to revive the dwindling soccer scene in the U.S. or to kick-start his and wife, Victoria Beckham’s footing in fashion? Who knows…and by the looks of the soccer star’s recent foray in the fashion industry, who cares!

We’re now in July and considering the boisterous, grand style swearing in Beckham received as Emporio Armani’s new underwear ambassador at San Francisco’s Macy’s, no one is really giving two bits about his intentions. The focus now is on the scintillating ads Beckham (shot by Mert Alas & Marcus Piggott) has churned out and how the U.S. and global markets like Asia and Europe will respond to Armani’s luxury undies.

Granted that multitudes of ladies were clamoring for a sight of Beck’s bulging package, but will men make the almighty switch to stylish tighty-whities? We’ll see…