David Beckham can finally eat a decent meal again. The sports star, who signed a multiyear global partnership and design deal with Hugo Boss for the Boss brand last May, is now stripping down to his skivvies for the Boss One Bodywear collection.

The corridors on the way down into the cavernous, screen-walled venue were lined by some of the images of Beckham which, by the time this post is published, should be generating exactly the level of focus on its new bodywear range that Boss was hoping for.

David Beckham x BOSS ONE Bodywear blends cinematic spectacle, inclusivity, and cultural influence, proving that true brand impact can be commanded.

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