David Beckham is good for the underwear business. Look at the above pictures. Of course, he is!

Many retailers have reported a “Beckham boost” in sales of tight-fitting men’s underwear since soccer star David Beckham launched a campaign for Emporio Armani earlier this year.

Sales of men’s briefs at Selfridges in Oxford Steet, London, spiked by 150 per cent in February after photos of a reclining Beckham provocatively dressed in nothing more than his smalls appeared on its walls.

New data show that Beckham, nicknamed “Golden Balls” by his wife Victoria, has continued to sustain the embattled brief’s rise in popularity.

“A lot of straight men are still scared of briefs, but we have seen an increase in sales,” Mithun Ramanandi, underwear buyer for Selfridges told the Observer.

“Men definitely wear tighter underwear now - our bestselling style is the tight trunk. In general, we’ve seen guys switching from woven boxers to this style.”

At John Lewis, brief sales rose by 42 per cent after Beckham’s campaign began, and led the retailer to begin stocking Armani underwear for the first time.

Adrian Edwards, head of buying, menswear and sport at John Lewis said Armani has since become their second biggest selling brand, with its briefs accounting for more than 40 per cent of sales.

“Even John Lewis customers’ want to buy into fashion now and men are a lot more confident about their underwear because they’re more confident about their bodies,” he said.

“More men go to the gym and keep fit, and they’re proud of their bodies. It’s reflected throughout clothing. They’re even buying into color. We did a Ted Baker underwear range available in pink and black and the pink outsold the black.”

You know you have an obscene amount of money when you can not only afford a new Rolls Royce, but you can also afford to have one specially customized for you.  According to the luxury lifestyle website, ExoticExcess.com, David Beckham’s newest car is a Rolls Royce Phantom Drophead Coupe. The wheels are custom-built and has his soccer number “23″ embroidered on the seats. Beckham’s cute sons are in the car with him. Do you think those kids have any idea how good they have it?

Other cars in the Beckham household include the recently purchased and fully customized very posh Porsche for Victoria Beckham.

Tom Cruise and the gorgeous Katie Holmes stepped out to celebrate their good buddy, Victoria Beckham’s birthday. The star-studded dinner, which brought out pals David and Victoria Beckham and Gwen Stefani, was held at Via Veneto in Santa Monica.

Tom and Katie also celebrated Suri’s birthday over the weekend. Daughter, Suri, turned two on April 18.

To celebrate playing his 100th soccer game for England, David Beckham and wife Victoria Beckham chose to dine in Paris – at the same spot Eva Longoria and Tony Parker used for their wedding rehearsal dinner.

Beckham’s extended family were seated in the swanky Baccarat restaurant when the 32-year-old midfielder arrived late on Wednesday. The soccer star’s three sons did not attend the midnight meal.

Beckham is only the fifth Englishman ever to play 100 soccer games for his country.
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While hubby David Beckham is in Hong Kong with his L.A. Galaxy team, Victoria took two of their three kids to a Beverly Hills park for a day of fun yesterday — yes, Posh has fun, and no, she didn’t smile. Chomping on a bag of chips (or crisps, as the Brits say) Romeo watched as his mom navigated the treacherous sidewalks with a remote control car. Who knew the woman who just learned to drive in America was already such a whiz!

Also earning an aww was a tender moment between mother and second son, Cruz, where Posh interrupted his meal to sneak a kiss. You know, she may put on an icy facade, but that Victoria is just a big ol’ softie when it comes to her kids — and we love it!

Doesn’t this picture make your heart melt?

David Beckham went to the Xinhua hospital in Shanghai, China, today to visit with young leukemia patients. David has a special place in his heart for ailing children — he not only spends his free time visiting with them, but Becks is also the United Nations Children’s Fund goodwill ambassador and has made several trips to underprivileged nations to try and improve their quality of life.

Unbelievably cute!