First there was David Beckham, followed by Cristiano Ronaldo.
But now there's a new underwear model in town, in the form of tennis ace Rafael Nadal.
The 24-year-old sportsman, who is currently the number one tennis player in the world, stripped off for the latest campaign for Emporio Armani underwear.
In the black and white pictures, shot by Mert Alas and Marcus Piggot, Nadal is seen looking broodily into the camera while showing off his muscular physique in a tiny pair of Armani pants.
Smouldering: Rafael Nadal is seen in the latest campaign for Emporio Armani underwear, which will hit billboards next month
Talking about appointing Nadal as the new face and body of Emporio Armani underwear, Roberta Armani said recently: 'He always chose interesting clothes for tennis, like long trousers or long sleeves on court – he wears a lot of colour.
'He is not just an amazing sportsman but also an artist. I'm so proud he is joining the family.'
Nadal's decision to accept the campaign came as something of a surprise to his millions of fans as the Spanish player has always been known for his shy and reserved attitude.
Sexy pose: Nadal appears confident and shirtless in the sexy shots, taken by photographers Mert Alas and Marcus Piggot
Does this pose look familiar? Megan Fox appears alongside Nadal in the new 2011 campaign
However, the sportsman clearly didn't have many qualms about stripping off in the new campaign, in which he stars alongside former Transformers actress Megan Fox.
The campaign is the latest in a string of lucrative deals for Nadal, who is thought to have earned a staggering $37million since he became a professional tennis player in 2001.
Also, Forbes magazine reported that Nadal earned an additional $21million in 12-months through endorsements including Nike, French tennis racket manufacturer Babolat and Spain's largest insurer Mapfre SA.
Giorgio's girl: Megan Fox shows off her curvy figure while reclining on a battered leather couch
The new shots of Nadal, along with the incredibly sexy pictures of Megan Fox, will form part of the spring 2011 campaign and will be appearing on billboards from next month.
The shots of Fox show the star displaying her curvy figure in a black lacy two piece reclining on a battered leather couch.
In another sizzling photograph, the star shows off the tattoos on her bare back as she poses in just a pair of Armani jeans.
Previous models: Nadal replaces most recent model Cristiano Ronaldo (right) and follows in the footsteps of former model David Beckham
The script on her shoulder, from Shakespeare's King Lear reads: 'We will all laugh at gilded butterflies.
And another tattoo on her ribs reads: 'Those who danced were thought to be quite insane by those who could not hear the music.'