Rafael Nadal premieres underwear ads

The world's number one tennis player, Rafael Nadal, is starring in Armani's latest traffic-stopping underwear ads.

Nadal is the third athlete to front the campaign, following in the footsteps of fellow soccer stars David Beckham and Cristiano Ronaldo. However, it is the first time that the Italian fashion house has opted for a sportsman who is equally lusted after by women and accepted by men - maybe hinting at a more manly, less "over-groomed" image being pursued by the brand. And Nadal is continuing to up his luxury appeal, having already starred in French label Lanvin's perfume ads in 2009.

The tennis player's female counterpart for the brand's underwear campaign is actress Megan Fox, who is featuring in the campaign for the third time in a row and who is also the face of Armani's beauty line. All ads were shot by fashion's star photographer duo, Mert Alas and Marcus Piggott, and will be published next month.