The hundreds of screaming fans in London's Regent Street were probably hoping he'd be modelling his underwear collection in person.
Sadly, they had to make do with seeing David Beckham fully clothed.
As he explained: "My naked days are over." Pressure from his three boys means that we won't be seeing Becks in the buff any more.
Seeing his latest campaign their reaction was: "Oh my GOD Daddy - not again . They were like: 'that's really good, but everyone's gonna see you in your pants."
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On Wednesday, the footballer arrived dressed in jeans and a thick cardigan at H&M where shoppers were surrounded by giant statues of the former England captain wearing a pair of briefs.
At a party later that evening he was congratulated by friends including Spice Girl Emma Bunton, Tana Ramsay and James Corden.
Becks posted a picture on his Facebook page of the event from "his perspective".
His proud wife Victoria tweeted: "Very excited about David's launch in London!!!"
Becks has previously modelled underwear for Italian fashion house Armani.
The H&M collection, which also includes socks, vests and pyjamas, will be available to buy from February 2.