Real Madrid star Cristiano Ronaldo has been announced as the replacement for David Beckham as the face and body of Emporio Armani.
The most expensive player in the world following his £80m move from Manchester United to Real Madrid in June, Ronaldo will star in his first campaign to promote the brand's spring/summer 2010 range.
The 24 year old has signed up to become the "new official worldwide testimonial" for the Italian fashion brand's men's underwear and Armani Jeans' lines.
He replaces Beckham, who has been affiliated with the brand since 2007 and joins Real Madrid teammate Kaka as a "testimonial model" for the brand. Armani has long used associations with soccer players to market its products, including England goalkeeper David James and Ukrainian striker Andriy Shevchenko.