David Beckham Plans to Launch Bodywear, Third Fragrance

 Kevork Djansezian/Getty

Brand it like Beckham!

Sure, he may have a baby girl on the way, but that doesn't seem to stop this father of three sons' entrepreneurial gears from turning: David Beckham, alongside business partner Simon Fuller (who's behind the American Idol franchise), is planning to launch a bodywear line and a new men's fragrance this year, Women's Wear Daily reports.

The much-anticipated line of underwear will be Beckham's first branch into branded apparel. The 36-year-old soccer star has been the face and body of Emporio Armani underwear for the past four seasons, an experience to which he considers a catalyst to wanting to start his own.

"I have had the idea of doing a bodywear collection for some time now," Beckham tells WWD. "[Emporio Armani] told me that their gross turnover in 2007 was around 16 million euros [$22.7 million at current exchange] and after the campaign in 2008 it went up to 31 million euros [$43.9 million] in 2008. It proved to me that there is a real market for good-looking, well-made men's bodywear."

The new fragrance, to be called Homme by David Beckham, will be his third with license partner Coty Inc.: he launched David Beckham Instinct in 2005 and Intimately Beckham (a his-and-hers duo) in 2006, alongside wife Victoria Beckham.

Speaking of his famous fashion-icon wife, who's pregnant with the couple's fourth child, Victoria, 37, already designs her own line of womenswear. So is the L.A. Galaxy midfielder looking to up their power-couple status by becoming his own brand?

Beckham tells WWD, "It's not my natural inclination to see myself as a brand, I'm just a person who has been fortunate to explore other interests and passions outside of the game I love. I will always be associated with my sport but I am now working across other areas that will continue long after my career has finished."

On-or-off the soccer field, it's no secret that the athlete's world-famous figure is eye-catching.

"I can't wait to show people the collection," he says, "although I'm not sure my mum will be too happy seeing a billboard image of me in underwear again."

Sign up now for the Us Weekly newsletter to get breaking celebrity news, hot pics and more delivered straight to your inbox!

Want stories like these delivered straight to your phone? Download the Us Weekly iPhone app now!