Giorgio Armani is pleased to announce that his friend David Beckham, who plays for LA Galaxy and the England national team, will be the official worldwide testimonial for Emporio Armani Underwear from January, 2008, coinciding with launch of the Emporio Armani Underwear collection in the United States.
The first advertising campaign featuring David Beckham, which was shot on location in Los Angeles by renowned fashion photographers Mert Alas and Marcus Piggott, will debut with a special gatefold in the February edition of Vanity Fair USA.
The campaign will then be rolled out around the world in sport, fashion and lifestyle magazines and on signature billboards in major cities such as New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.
Giorgio Armani said, “David is truly a modern day icon in that his fame extends well beyond the realm of soccer. He is considered as one of the world's most talented soccer players and a former captain of his national team, but his image has come to stand for more than this.
He represents a notion of modern masculinity: as a sports hero, husband and father. He is also a man with a great sense of style.
There was a time when soccer players were not always considered to be fashion role models. David Beckham has helped to change that.”
David Beckham said, “I first met Mr. Armani quite a few years ago while I was working with the England team when he designed our World Cup suit.
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