Portuguese star footballer Cristiano Ronaldo (Real Madrid) will be the face of the much-publicized jeans and underwear campaigns of Italian luxe label Emporio Armani, previously fronted by David Beckham.

Beckham, who had been Armani's spokesmodel since January last year, is currently working on his own range of men's underwear.

Ronaldo will grace the billboards and print ads starting early next year for the spring/summer 2010 campaign.

Beckham's wife Victoria, who had posed both by herself and together with her husband for Armani Underwear, also said earlier this year that she would focus on her own fashion line and not longer star in the ads. Her replacement has not yet been announced.