David Beckham Launches H&M Underwear Range

David Beckham has teamed up with H&M for an exclusive new underwear range, with the television advert set to make its debut during the Super Bowl on 5 February.

It’s a big move for H&M, which has traditionally focused more heavily on online advertising than prime-time television. The Super Bowl slot alone is reported to have cost more than $2 million, although with Beckham wandering around in a pair of small white boxers, H&M will probably get its money’s worth in publicity.

The collection itself is part of Beckham’s new Bodywear range and includes boxers, briefs, vests, shorts and T-shirts.

Unfortunately, the clothes are considerably less exciting than the advertising campaign.

The colours are mostly white, grey and beige, while the designs are so understated that, without the small label at the front, they could have come from almost any middle-of-the-road underwear retailer.

We weren’t expecting sequins and racing stripes, but a little more personality wouldn’t have gone amiss.

Still, Beckham’s name and H&M’s pricing should make the range a popular one — and there’s no denying that the campaign is likely to attract plenty of attention.

The David Beckham Bodywear collection goes on sale in H&M stores from 2 February. You can also follow the campaign on Twitter using #beckhamforhm.