The supermarket company Lidl is taking on David Beckham in the battle of the boxer shorts by hiring muscleman Dejan Obradovic to front a new luxury pants range.
Arsenal fan Obradovic, who is the face of Lidl's new Made in Venice range that starts at 3.99 pounds, will strip off to a pair of tiny pants for his first bigtime modelling job, the Daily Star reported.
The 39-year-old footballer, who kicked off the undie wars in 2006 after posing for Armani in his white briefs, launched his own range for HandM in 2012.
So far, model David Gandy, who became the face of Dolce and Gabbana in 2006, is the England star's big rival.
Lidl has also tried to break into the women's lingerie market with its See You in Venice collection.