Cristiano Ronaldo has never been shy about getting his kit off and showing off his toned physique, having previously stripped off on more than one occasion to flog both Armani underwear and his own brand of pants.
But he's taken it to the next level in his latest photoshoot by doing away with his underwear completely to pose naked for Spanish Vogue.
Oooh and indeed, errrr.
And the only thing standing in the way (literally) of this particular issue being placed on the top shelf of your local WHSmith is his girlfriend, Irina Shayk.
The Russian model, draped in what looks like a white bed sheet, saves her famous boyfriend's blushes (ahem) by standing at the front of the pic, which was taken by legendary fashion photographer, Mario Testino.
Ronaldo last peeled off to promote his own CR7 underwear range, which, in typical understated fashion, featured a gigantic image of the Portuguese footballer in his shreddies at the press launch.
Size, to Cristiano at least, really is everything.