Soccer stud David Beckham revealed his new Emporio Armani underwear ad to a crowd of screaming women at the Selfridges department store in London.

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."

Click HERE to see more of David's underwear campaign and click HERE to see his wife Victoria Beckham's Emporio Armani ad.