David Beckham is back in briefs!

The soccer stud blows up larger than life in a giant billboard as he unveils the new Emporio Armani underwear campaign at Selfridges Oxford Street in London.

"David has a great sense of style and is an inspiring role model," says Giorgio Armani. "This is what makes him the perfect partner for Emporio Armani underwear. I am very excited that David Beckham's new campaign image was unveiled exclusively in his home country and where better than at such an iconic retail destination as Selfridges."

When the first ad campaign made it's debut last June, the sports great told Jay Leno he was a bit shy about posing for the ads, saying, "I was quite nervous because obviously I knew my wife and friends were going to see it," he said, adding, "And my mom was going to see it."