David Beckham was in San Francisco’s Union Square yesterday to launch his latest ad campaign for Armani. A giant billboard was unveiled across from Macy’s which of course delighted the crowd of screaming women.

The footballer happily sat under the raunchy poster to chat with fans after agreeing to become the face, and body, of Armani underwear for the second time in his career.

The new campaign was shot on Malibu beach in California by fashion photographers Mert Alas and Marcus Piggott, and will appear on signature billboards in major cities such as New York, Los Angeles, London, Milan, Rome, Paris and Tokyo.

It will have its print debut in Vanity Fair magazine, as did the previous campaign.

Beckham was named the new face and body of Armani underwear last year. I haven’t seen any man look this good on a billboard sporting their underoos since Mark Wahlberg’s Calvin Klein Ad.

Just so you can see more of David Beckham here is his new Sharpie commercial and him on Jimmy Kimmel Live.

What’s up with this new-all-of-a-sudden-craze of celebs wanting to launch their own clothing lines? Every week there’s somebody new announcing their new line. And even if they’re not creating it they’re promoting it. The newest celeb is Katie Holmes who wants to follow in her friend’s, Victoria Beckham, footsteps.

She’ll be joining Armani to create a collection called ‘Katie Holmes for Armani’ and will be using her daughter Suri as inspiration. The venture – which will be available in stores like Saks and Barneys New York - will kick off with a collection aimed at toddlers for spring 2009.

“Right now this is Katie’s life,” a source close to the Cruises tells OK!. “She is extremely excited about it.”

“The first clothes will all be things she could imagine Suri wearing,” confirms the source.

A collection for older children, a handbag line, and a women’s collection will follow.