Cristiano Ronaldo launches new underwear campaign with giant topless posters in seven major cities
- Ronaldo launches second CR7 collection with seven installations
- Real Madrid star says he is passionate about fashion
- Launch sees projections in London, Paris, Milan, Berlin, New York, Lisbon and Madrid
After being named World Player of the Year and winning the Champions League last season, the summer has all been a bit pants for Cristiano Ronaldo.
But after a disappointing World Cup campaign, and an injury which limited him to playing just 16 minutes against former club Manchester United, the Portuguese star is taking solace in a new passion - launching an underwear campaign.
Ronaldo's brand CR7 is promoting its second collection of underwear by projecting images of the star around seven major cities.
VIDEO Scroll down to watch All Star XI: Ronaldo highlights
London calling: Ronaldo's modelling shot projected onto a building near Waterloo station
Big apple: The Real Madrid star's campaign took him to the shadow of the Empire State Building in New York
Comeback: The Portuguese forward has been troubled by injury this summer but is getting back to fitness
Topless phots of the Real Madrid forward, recently named 'fittest man in the world', were projected onto iconic locations in London, New York, Berlin, Lixbon, Pais, Milan and Madrid over the weekend.
The Portuguese star expressed pride in the campaign, which was shot by famous photographer Rankin, and expressed a belief in the importance of quality underwear.
'I am really proud of my second CR7 Underwear collection and wanted to launch it in a way that was personal to me, and to have some fun with it.
Model player: The World Player of the Year posed for the photos with world famous photographer Rankin
Global brand: One of the seven cities chosen was Lisbon, where Ronaldo started his career
Striking pose: Ronaldo endured a difficult summer with Portugal but will be fit for the new season in Madrid
'The number seven has always been close to my heart, so I was honoured to unveil my new collection in seven cities around the globe.
'It was a pleasure to collaborate with Rankin and incredible to see the images released in this unique way.'
'Launching my own underwear brand was a dream come true and I am so proud that it has been such a success all around the world, and excited to be launching a second range.
On pitch pose: Ronaldo celebrates scoring in the Champions League final for Real Madrid
VIDEO All Star XI: Ronaldo highlights
Champion: Ronaldo was part of the Madrid side that won last season's Champions League
'To me, it is important that underwear should look stylish and also fit perfectly while being comfortable- quality is also important.'
- NBA star Paul George suffers horrific leg break
- Shannon Briggs and Wladimir Klitsckho's restaurant face-off
- James Rodriguez trains with Real Madrid for the first time
- Ludovic Obraniak scores brilliant glancing header against...
- Dan Crowley and other England youngsters in shooting...
- Manchester United vs Real Madrid: Largest ever US football...
- Watch the moment Tiger Woods suffers recurrence of back...
- Mario Balotelli shows off basketball skills with a soaring...
- Kashima Antlers' Daigo Nishi scores Scholes-esque...
- Kolo Toure, Glen Johnson and Suso learn to play lacrosse
- Messi lights up Barcelona with image playing in the streets
- Newcastle's Rolando Aarons scores incredible goal against...
- Manchester United 3-1 Liverpool: Follow all the action as it...
- Romelu Lukaku hits back at Chelsea manager Jose Mourinho...
- TRANSFER NEWS COLUMN: Everton consider move for Manchester...
- James Rodriguez links up with Cristiano Ronaldo and new Real...
- Louis van Gaal wins first piece of silverware as Man United...
- Louis van Gaal to tell unwanted stars they can leave...
- Louis van Gaal still looks every inch the PE teacher as...
- Arsenal closing in on £24m move for Sporting Lisbon...
- Christian Atsu's loan move to Everton hits a snag as Chelsea...
- Manchester United vs Liverpool: How does Louis van Gaal's...
- Real Madrid and Barcelona could share La Liga cash with...
- Robin van Persie gives the thumbs up as Manchester United...