Beckham moves briefs

WWD reports here that sales of white briefs in the U.K. have jumped 50% since it was announced that David Beckham would be the face of Emporio Armani underwear. Sales of the actual line of men's lingerie by Armani rose 30%.  I find it pretty amazing that David Beckham holds such sway over Brit laddies shopping for undies.

Especially since a study done by University of Bath this past March predicted that Beckham's appeal as an endorser would wane as consumers tired of seeing famous mugs attached to certain brands.  "With so many new releases, manufacturers are running the risk that consumers will become increasingly confused and frustrated by the never-ending choice of celebrity endorsed products," said a senior analyst.

Armani was smart to snag someone so famous and willing to strip down to his skivvies. I am sure that if George Clooney posed in boxers and black socks by Calvin Klein, a lot of dudes would find those very shorts in their Christmas stockings this year.

Photo credits: Beckham, Armani; Clooney, Splash