David Beckham’s got some fine muscles, and he wants the whole world to know it. Which could explain why a six-story high advertisement of his chiseled torso is now seen gracing the facade of Selfridges flagship London store.

Giorgio Armani unveiled David Beckham’s latest underwear ads in London today before thousands of eager fans at Selfridges. As you can imagine, the crowd went crazy upon seeing their favorite footballer scantily clad with a 2 story bulge. Becks, 34, was on hand to see the unveiling of his impressive new Emporio Armani billboard and was joined by his stylish wife, and fellow Armani underwear model, Victoria, 35.

Designer Giorgio Armani said of Beckham:  ‘David has a great sense of style and is an inspiring role model – this is what makes him the perfect partner for Emporio Armani underwear. ’I am very excited that David Beckham’s new campaign image was unveiled exclusively in his home country and where better than at such an iconic retail destination as Selfridges.’