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Beckham Launching Own Line As Ronaldo Replaces Him At Armani

Emporio Armani has signed celebrity soccer player Cristiano Ronaldo to take David Beckham's place as its chief underwear model. His first global campaign will launch in summer 2010.

Beckham has starred in a series of seductive ads wearing skimpy briefs for Armani for four years. But he's not ready to hang up the shorts quite yet. Instead, he'll launch his own line of briefs next year.

Beckham's representatives have opened advanced talks with suppliers, Darren Davidson reports, with price points and retailers still to be finalized.

Read the whole story at Brand Republic »

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