chose David Beckham because he's a very attractive, fit fellow, Seth Stevenson, New York based senior writer for Slate, told CNN. They also chose him because he has appeal in a lot of different places. He's famous in Asia, he's well known in the U.S. and he's married to Victoria Beckham. He's got some profile all over the world and they 've got stores all over the world. Celebrities are a popular advertising gambit because people are interested in celebrities and like to do what they do. The pioneer of the celebrity underwear market was, however, not a footballer but Swedish tennis ace Bjorn Borg. After his sudden retirement from the game in 1983 at the age of just 26, the 11-time grand slam singles champion served up another winner by launching his eponymous underwear brand in 1984. The company now sells around five million items of underwear across its male and female ranges each year and is stocked in 20 global markets. The Bjorn Borg name is a very strong part of this success, says the company's marketing and communications manager Jonas Lindberg Nyvang. He's still involved in that he comes to the office, he's informed about what we do and he's still part of the process. Borg's dashing good looks, like those of Beckham, Ronaldo and Rodriguez, certainly helped him cut a dash in the underwear market but sustaining a successful brand over 30 years relies on more than