David Beckham's underwear campaign for Emporio Armani came to London, UK, this week and the soccer hunk's big bulge is rising underwear sales to soaring heights, according to reports.

Selfridges in Oxford Street, London, have reported an astonishing 150% rise in sales of men's briefs after the first day's sales, The Telegraph reports.

Fans are apparently flocking to the store to drool over wall-mounted black and white photographs of the sports icon, nicknamed "Golden Balls" by his wife Victoria, reclining provocatively in nothing but his smalls.

David Walker Smith, head of menswear at Selfridges, said: "David is still Britain's number one male icon. The combination of a semi-naked David Beckham and a new style of Emporio Armani underwear is a golden match."

Yesterday we reported that the sale of an unauthorized brand of condoms named after Beckham skyrocketed in China, making it the country's best selling condom brand, after the condom manufacturer put Beckham's face on the front of the condom packaging.

Last update: 02-08-2008 16:47