But now there's a new underwear model in town, in the form of tennis ace Rafael Nadal.
The 24-year-old sportsman, who is currently the number one tennis player in the world, stripped off for the latest campaign for Emporio Armani underwear.
In the black and white pictures, shot by Mert Alas and Marcus Piggot, Nadal is seen looking broodily into the camera while showing off his muscular physique in a tiny pair of Armani pants.
Talking about appointing Nadal as the new face and body of Emporio Armani underwear, Roberta Armani said recently: 'He always chose interesting clothes for tennis, like long trousers or long sleeves on court – he wears a lot of colour.
'He is not just an amazing sportsman but also an artist. I'm so proud he is joining the family.'
Nadal's decision to accept the campaign came as something of a surprise to his millions of fans as the Spanish player has always been known for his shy and reserved attitude.
However, the sportsman clearly didn't have many qualms about stripping off in the new campaign, in which he stars alongside former Transformers actress Megan Fox.
The campaign is the latest in a string of lucrative deals for Nadal, who is thought to have earned a staggering $37million since he became a professional tennis player in 2001.
Also, Forbes magazine reported that Nadal earned an additional $21million in 12-months through endorsements including Nike, French tennis racket manufacturer Babolat and Spain's largest insurer Mapfre SA.
The new shots of Nadal, along with the incredibly sexy pictures of Megan Fox, will form part of the spring 2011 campaign and will be appearing on billboards from next month.