Sharks and Springbok flyhalf Pat Lambie lived up to his name when he sheepishly bared only the “band of the brand” at a photoshoot yesterday.
Underwear giant Jockey has added Lambie to its brand ambassadors, but he was no David Beckham or Dan Carter when it came to showing off his bod at the announcement yesterday.
The rugby star signed a four-year contract with the brand, which he described as “clean and authentic” – but the closest the media got to seeing him in his underwear at the V&A Waterfront was the waistband of his jocks peeping out from the top of his jeans.
Lambie, 22, was the first to admit the modelling world wasn’t one with which he was very familiar.
“Modelling and endorsing underwear is definitely not something I had ever thought of doing, and when Jockey first approached me I had a few reservations.
“However, I value everything the brand stands for, and having completed my first photo shoot, I am confident this is going to be an exciting partnership,” he said.
The Sharks and Springbok flyhalf joins American footballer Tim Tebow and All Blacks flyhalf Dan Carter in endorsing the brand.
“Dan endorsing the brand overseas was a good indication for me. Dan is a popular guy, and he is one of the best flyhalves of all time.”
Jockey marketing associate Garlai Combrinck said Lambie was “perfect”. “Jockey has always positioned itself as a brand that focuses on a lifestyle that is fun-loving, active, confident and wholesome, and we truly believe Pat embodies what our brand stands for,” he said.
But fans more interested in Lambie’s physique than his rugby skills didn’t get any joy yesterday.
He was somewhat sheepish when asked by an adoring fan whether she would see him strutting his stuff in his jocks.
“For now I’m only comfortable with showing the Jockey band. I first had to talk things through with my girlfriend and my parents. They were all very excited once they realised that I wasn’t going to be standing in my underwear.
“Jockey and I agreed on ground rules, and that I will only be showing the Jockey band,” he said, adding he was expecting plenty of teasing from his teammates.
Independent on Saturday