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Underwear sales soar as football’s hottest ‘golden balls’ models for Armani, says Hilary Alexander.

David Beckham may have shed bitter tears when he was dropped from the England squad, but he’ll be laughing all the way to the bank over his new career as an underwear model.

Selfridges in Oxford Street, London, have reported an astonishing 150% rise in sales of men’s briefs after the first day’s sales, following this week’s launch of the new Emporio Armani underwear line, modeled by Beckham and revealing his extraordinary physique.

Fans are apparently flocking to the store to drool over wall-mounted black and white photographs of the sports icon, nicknamed “Golden Balls” by his wife Victoria, reclining provocatively in nothing but his smalls.

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