Hot Hot! Hot!

Giorgio Armani will be bringing underwear to America in early 2008. Available only in Europe for years, the famed fashion house has decided to let Americans in on the Armani underwear experience. But wait, the best part of this event isn’t really the underwear…it’s who will be in them that has generated the most buzz (*note: Armani marketing execs get a little extra $$ in their Christmas stockings this year). David Beckham will be the new “face” of the Emporio Armani underwear line.

So, what does this mean for all of us? Simple: we get to see David Beckham baring his considerable “assets” in Armani underwear all across print and television starting in January. I don’t know about you, but I’m looking forward to it.

Becks is Hot and makes money!! Armani is smart and makes even more money!! We get to see David more than half naked and we spend money…and capitalism lives on. I always wonder why paying big name celebs big bucks to be the “face” of a product line actually works? It’s not as if David comes with the underwear. Yet I have no doubt that Becks' butt in Armani will ensure that by February 2008, tens of millions of American male butts will be outfitted in Armani too!

I guess it’s simple really: Women want him & Men want to be him. With that equation Armani can’t lose!

Go Team Beckham!!