As World Cup madness sets in, one of football's hottest talents is causing a commotion off the pitch.
New pictures have been released of Portuguese captain, and Real Madrid star, Cristiano Ronaldo showing off his sculpted torso for Emporio Armani Underwear and Armani Jeans' autumn/winter 2010-2011 campaign.
The chiselled 25-year-old stars in a series of snaps, all showing off his impressive physique – and he is certainly giving his predecessor, David Beckham, a run for his money.
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Shot on location in Madrid, where the football ace now lives, the new photographs will make their global debut in July when they will appear on billboards in a number of major cities, including New York, London and Los Angeles.
And it is being reported that a short film and online advert featuring Cristiano will also be released in September.
It was back in October that the sports star was named as the official worldwide spokesmodel for Emporio Armani Underwear and Armani Jeans, a role he took over from David who had modelled the brand since January 2008.
"It is for his energy that I have chosen Cristiano to become the new face of Armani Jeans and Emporio Armani Underwear," Giorgio Armani said of his decision to recruit the top player. "For his youthful, exciting and yes, sexy, attitude."
The first photos of Cristiano modelling for the luxury brand were released in January.