# Sport Star Underwear Campaigns (UPDATE) The David Beckham Bodywear Makes its Launch at H&M By John Ibbitson | Published 2012-01-31 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/david-beckham-bodywear References: [dose](http://www.dose.ca/style/photogallery.html?page=0&id=5945429&enablerating=true) & [hm](http://www.hm.com/ca/) With the David Beckham Bodywear collection now available in [H&M](https://www.trendhunter.com/trends/hm-2) stores, the retail giant, known for its low-costing fashionable duds, has decided to release new images and a commercial promoting the line. Shot in the same black and white photography as the label's first release of imagery, this new commercial focuses on the soccer star's best assets: his ability to model a good pair of underwear that is. Fans of Beckham will certainly appreciate all the close-up shots of the celebrity's...underwear, and will be rushing to H&M stores to get their hands on their very own piece of Beckham after watching this steamy ad. So why not prepare for Super Bowl Sunday the way a fashionisto does, and buy yourself a pair of these [sporty, yet sexy skivvies](https://www.trendhunter.com/trends/hux) from the David Beckham Bodywear collection? ## Trend Insights (Trend Hunter) - Score: 2.6/10 - Popularity: 33% | Activity: 37% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Fashion for Men](https://www.trendhunter.com/fashionformen) ## Key Themes ### Why This Trend Is Growing - **Athlete Underwear Campaigns:** Athlete-led underwear campaigns will become more popular, focusing on sports performance as well as style. - **Celebrity-endorsed Fashion Lines:** Celebrities will continue to partner with fashion brands to release their own clothing and accessories lines. - **Branded Underwear Lines:** More clothing retailers will start introducing branded underwear lines for men and women to compete in the underwear market. ### Industries Being Reshaped - **Sportswear:** The sportswear industry can partner with athletes to create performance-based underwear collections. - **Fashion:** Fashion brands can collaborate with popular celebrities to create exclusive fashion lines that cater to their followers. - **Retail:** Retailers can create their own branded underwear lines to increase revenue and compete in the apparel market. ## Related on Trend Hunter - [Soccer Star-Fronted Soda Campaigns](https://www.trendhunter.com/trends/thirsty-for-more-campaign.md) - [Football-Centric Hero Campaigns](https://www.trendhunter.com/trends/we-are-football.md) - [Honey-Powered Fruit Snacks](https://www.trendhunter.com/trends/beeup.md) - [Sporty Fashion Spring Campaigns](https://www.trendhunter.com/trends/1000-back.md) - [Athlete-Starring Footwear Campaigns](https://www.trendhunter.com/trends/speed-shopping.md) - [Basketball-Inspired Undergarments](https://www.trendhunter.com/trends/tommy-johns-tournament-collection.md) - [Athlete Celebrity Campaigns](https://www.trendhunter.com/trends/zne-collection.md) - [Evocative Evening Fragrances](https://www.trendhunter.com/trends/amber-breeze-eau-de-parfum.md) - [Football Star Capsule](https://www.trendhunter.com/trends/tru-kolors-x-ae.md)