David Beckham Stars in “BOSS One” by Mert & Marcus: A Bold Underwear Campaign for 2025

David Beckham in the New BOSS Campaign: “I said my career as an underwear model was over, but I couldn’t say no.” @davidbeckham stars in the new @boss underwear campaign for the launch of BOSS ONE Bodywear. The former footballer and entrepreneur celebrates his 50th birthday alongside the legendary photographer-director duo Mert & Marcus with some truly stunning shots!

In January 2025, David Beckham collaborated with Hugo Boss to launch the “Boss One Bodywear” campaign, marking the brand’s most extensive global initiative in the bodywear segment to date. The campaign was creatively directed by Trey Laird and captured through the lens of renowned photographers and directors Mert and Marcus.  

The promotional film features Beckham arriving in a classic sports car to a New York City loft. He transitions from a tailored suit to Boss-branded underwear, exuding a Bond-esque sense of athletic elegance. The narrative takes a playful turn as guests at a neighboring penthouse party observe Beckham through his loft window, culminating in a cheeky yet charming conclusion.  

This campaign underscores Hugo Boss’s commitment to merging its suiting heritage with contemporary bodywear, presenting Beckham as the embodiment of confidence and style. The strategic use of various media channels, including billboards and interactive vending machines in key locations across Europe and the U.S., aims to engage a global audience and reinforce the brand’s presence in the bodywear market.  

The campaign has sparked discussions about the portrayal of masculinity and physical standards, especially as Beckham approaches his 50th birthday. Some commentators note that his maintained physique sets a high bar for middle-aged men, contrasting with the more relaxed “dad bod” trend.  

Overall, the “Boss One Bodywear” campaign leverages Beckham’s enduring appeal and Hugo Boss’s brand heritage to make a significant impact in the fashion industry.