The supermarket company Lidl is taking on David Beckham in the battle of the boxer shorts by hiring muscleman Dejan Obradovic to front a new luxury pants range.
Arsenal fan Obradovic, who is the face of Lidl's new Made in Venice range that starts at 3.99 pounds, will strip off to a pair of tiny pants for his first bigtime modelling job, the Daily Star reported.
The 39-year-old footballer, who kicked off the undie wars in 2006 after posing for Armani in his white briefs, launched his own range for HandM in 2012.
So far, model David Gandy, who became the face of Dolce and Gabbana in 2006, is the England star's big rival.
Lidl has also tried to break into the women's lingerie market with its See You in Venice collection.
You’ve reached your limit of {{free_limit}} free articles this month.
Subscribe now for unlimited access.
Already subscribed? Log in
Subscribe to read the full story →
Smart Quarterly
₹900
3 Months
₹300/Month
Smart Essential
₹2,700
1 Year
₹225/Month
Super Saver
₹3,900
2 Years
₹162/Month
Renews automatically, cancel anytime
Here’s what’s included in our digital subscription plans
Exclusive premium stories online
Over 30 premium stories daily, handpicked by our editors
Complimentary Access to The New York Times
News, Games, Cooking, Audio, Wirecutter & The Athletic
Business Standard Epaper
Digital replica of our daily newspaper — with options to read, save, and share
Curated Newsletters
Insights on markets, finance, politics, tech, and more delivered to your inbox
Market Analysis & Investment Insights
In-depth market analysis & insights with access to The Smart Investor
Archives
Repository of articles and publications dating back to 1997
Ad-free Reading
Uninterrupted reading experience with no advertisements
Seamless Access Across All Devices
Access Business Standard across devices — mobile, tablet, or PC, via web or app