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Cristiano Ronaldo rarely needs an excuse to take off his top.
On the pitch the Real Madrid star has made a habit of celebrating important goals by revealing his torso.
And now the forward has stripped off again - this time to launch his new CR7 underwear campaign.
Ronaldo is renowned for demanding high standards from his team-mates.
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But the Real Madrid star was keen to show that there were more sides to his character.
He said: 'People mostly see the more serious, focused side to my personality so I wanted this campaign to show my more relaxed side.
'I love summer so wanted the campaign to have bright, vibrant, tropical feel.'
He continued: 'I love bright colours and how wearing them can make you feel. I wanted to create designs that make you feel your best as soon as you put them on.'