Copyright © 2015. No duplication is permitted without permission from Bob Larson Tennis.

Rafael Nadal may have dropped in the rankings but the Spaniard is still a hot commodity when it comes to endorsements, being announced as the new face — and body — of Tommy Hilfiger’s new collection.

Nadal will front the company’s underwear line, as well as its TH Bold fragrance and men’s tailored collection. The former No. 1 had previously appeared in advertising for Armani, but it appears he will be used in a more prominent way in this newest sponsorship.

The company kicked off a major new campaign featuring Nadal with an event in Bryant Park in New York, where he played tennis with fashionably attired models. He is also pictured in his underwear in billboards around the city.

A daring commercial also sees Nadal stripping off his underwear, although with some strategic camera work. The company is aiming to recapture the physical allure of its product in the 1990s, emphasizing Nadal’s physique.

The line was also designed based on Nadal’s own preferences. “I talked to him at length about what kind of underwear would you wear,” Tommy Hilfiger told the New York Times.

“I feel lucky to have the chance to be the ambassador of such a great brand as Tommy Hilfiger,” Nadal told the publication.

It is the second significant endorsement he has signed since falling from No. 1, also announcing an agreement with Telefonica. Nadal has, however, fallen behind Novak Djokovic to be the third-highest paid tennis player according to Forbes, earning $28 million in endorsements.

Copyright © 2015. No duplication is permitted without permission from Bob Larson Tennis.