David Beckham is back in the spotlight—this time, as the face (and body) of Boss One Bodywear. The football legend turned heads at the grand unveiling of his steamy new underwear campaign in King’s Cross, London, on Thursday, with the entire Beckham clan in tow.
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A Show-Stopping Entrance
In the campaign film, Beckham pulls up in a classic sports car, dressed in a sharp suit, before stepping into a dimly lit warehouse apartment. Then, in a move that left onlookers thrilled, he strips down to his Boss One Bodywear underwear, giving a masterclass. Across the road, excited spectators couldn’t take their eyes off the scene.
The 360-degree video premiere took place inside Lightroom, an immersive underground exhibition space, with Beckham’s biggest supporters—Victoria, Romeo, Harper, and Cruz—watching proudly. Also in attendance were celebrity guests Gordon Ramsay, Guy Ritchie, Bel Powley, Douglas Booth, Gemma Chan, and Archie Madekwe.
A Star-Studded Celebration
After the reveal, the party kicked into high gear, with DJ sets by Mark Ronson and Honey Dijon keeping guests on their feet. The Beckhams were seen dancing hand in hand in a circle to Amy Winehouse’s classic Valerie, while guests sipped Seventy One Gin cocktails, a luxury spirit brand founded by photographer Mert Alas, who shot the campaign alongside Marcus Piggott.
Global Domination for Boss One
Following its high-profile launch, the campaign will be shown in cinemas and streamed worldwide on platforms including Amazon Prime, Netflix, Max, Paramount Plus, and Sky TV. The images will also take over billboards in key locations globally, alongside Boss stores and high-end retailers.
Boss is rolling out underwear vending machines across the U.S. and Europe, offering hero products from the collection. Additionally, over 100 pop-up stores will be launched worldwide.
Beckham’s Perfect Fit for Boss
The campaign is part of Beckham’s multi-year deal with Boss, signed in May 2024, marking a new era for the German fashion house. Hugo Boss CEO Daniel Grieder described Beckham as a global icon, saying:
“Wherever you go, from America to Europe to Asia, young, old, men, women—everybody loves him.”
With this bold campaign, Boss isn’t just selling underwear—it’s making a statement. And with Beckham at the helm, who could resist?
