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David Beckham out. Cristiano Ronaldo in.

Posted by Fiona Raisbeck on 12/10/2009
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Cristiano Ronaldo is set to replace David Beckham as the new face and body of Emporio Armani underwear.

Cristiano Ronaldo It's out with the old and in with the new as Emporio Armani underwear has found a new body for its ad campaigns. The Italian fashion house has dumped David Beckham, who has starred in the ads for the past four seasons, in favour of football's new golden boy, Cristiano Ronaldo, who will become the new face - and body - of Emporio Armani underwear and Armani Jeans. The 24-year-old Portugal star and FIFA World Player Of The Year will follow in Beckham's footsteps once more (they both forged their football careers at Manchester United before switching to Spain's most successful team, Real Madrid) and model for the Armani brands, making his debut in the spring/summer 2010 advertising campaigns, which have yet to be shot.

David Beckham caused a stir with his first campaign pictures for the underwear brand back in 2007, photographed in black and white by Mert Alas and Marcus Piggott, before going on to star in them alongside wife Victoria. That deal expires at the end of the year and Beckham and his representatives are understood to be in talks with several companies about launching his own brand of men's underwear for autumn/winter 2010.

Will we be seeing Paris Hilton (who was romantically linked to the Real Madrid star earlier this year) seductively draped over Ronaldo in the new ads? Only time will tell.

Picture: Cristiano Ronaldo shows off his impressive physique after a Manchester United match earlier this year.

emporioarmani.com