Famous soccer player and man of many disguises Cristiano Ronaldo has more endorsement deals and business partnerships than we can keep track of. One of them, we know, is a very powerful smelling cologne, and one of them is an underwear line. Cristiano is the creative inspiration for the line and the campaign model every season; presumably because he has more abs than even the highest paid professional fitness models.

The latest CR7 by Cristiano Ronaldo underwear collection is a little more intense than usual. Since it launched in 2013 the line has been focused on bold colors, contrast piping, and the occasion graphic stripe. This time around the prints are comprised of smoldering flames and EKG monitor readings—or are those ocean waves? Judging by the palm-leaf backdrop of the campaign, and the statement Ronaldo released on the collection, there is a beach theme to the range. “People mostly see the more serious, focused side to my personality so I wanted this campaign to show my more relaxed side,” he said.

©Nathan Gallagher

While this type of underwear doesn’t exactly scream “relaxed” to us, we do appreciate Ronaldo’s entrepreneurial spirit, ability to know his audience, and the fact that his seasonal imagery helps shame us all into going to the gym more than twice a week. Because summer is coming and none of us are EKG monitor-underwear ready.

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