Giving hope to many middle-aged men, David Beckham (49) stars in the new Boss intimates campaign, as the fashion brand stages a major launch of its new Boss One Bodywear collection.

Designed by the Team Laird agency, the campaign’s directed by fashion photography duo Mert and Marcus who apply their distinctive cinematic style to both video and stills of Beckham, who’s first seen pulling up in a classic sportscar and entering a New York City warehouse apartment. On screen, Beckham invites the viewer in (to the beat of the rock anthem In the Air Tonight) before revealing himself wearing just the new black Boss One Bodywear trunk.

The launch is supported by a 360-degree marketing campaign. In a brand first Beckham will appear before audiences in cinemas and at home, appearing in campaign clips on the big screen and on streaming platforms such as Amazon Prime, Netflix, HBO Max, Paramount Plus, and Sky TV.

Stills of Beckham will appear on billboards and in selected high-traffic locations, as well as in Boss stores and department stores around the world. On social media, the campaign will see close to “100 talents of the moment” show off their Boss Ones across various platforms.

Also as a debut for the brand, vending machines will be placed at key locations in Europe and the US, selling hero products from the collection “in a fun, interactive way”. Additionally, over 100 dedicated pop-ups will appear in premium retail locations worldwide, featuring the complete first drop.

The collection consists of men’s underwear essentials, including trunks, briefs, tank tops and T-shirts in minimalist black and white. Crafted from a blend of cotton and elastane, the selection “offers all-day comfort and confidence”.

It will be available on boss.com, at dedicated pop-ups, at Boss stores globally, and via selected wholesalers from 1 February.

Daniel Grieder, CEO of Hugo Boss, said: “The launch of the Boss One Bodywear collection marks another milestone and a new chapter in our long-term strategic partnership with David Beckham.

“It is also a testament to our joint dedication to style and excellence. Bodywear is an iconic product group, and with this campaign, we aim to inspire customers and fans of the brand worldwide more than ever.”