CR7 by Cristiano Ronaldo

Cristiano Ronaldo, with an event at Madrid’s landmark Palacio de Cibeles, which saw the star posing with a 19m-tall image of himself in briefs from the collection.

The Real Madrid and Portugal footballer worked closely with New York designer Richard Chai on “design elements” of the collection, which includes trunks, boxers, briefs and socks, as well as with Danish luxury underwear experts JBS Textile Group to develop the project.

Commenting at the launch, Ronaldo said: “I am very proud to officially launch CR7 and especially to see my campaign image displayed in this beautiful building, one of the most famous landmarks in Madrid.

“Fashion and design are two passions of mine and I have wanted to launch my own brand for a long time. Working on this collection alongside Richard has given me a great creative outlet and I have loved every part of collaborating on the range, from selecting the colours and designs to testing the styles and fits myself.”

The collection is available internationally through www.cr7underwear.com and select retailers and prices range from 10 to 25 pounds per pair.

Ronaldo isn’t the first footballer to launch an underwear line, retired English international David Beckham also has an underwear line with Swedish retail chain H&M.

Images: Getty Images for CR7