Cristiano Ronaldo’s apparel brand, CR7 Limitless, has released a new ad, titled “The Future of Denim”.

The Portuguese professional footballer who plays as a forward for Spanish club Real Madrid showcases his toned abs while wearing only a pair of white jeans in the 60-second spot, aiming to highlight that CR7 is “pushing the boundaries of Denim innovation by creating apparel “designed to move you”. A variety of models “steal” the spotlight for the rest of the ad, sporting a range of products, like straight jeans, skinny jeans, jackets – the trucker jacket in blue eyes shade and the one in stone grey shade.

The Type-S Super Skinny Alps White Jeans worn by Ronaldo cost €89. The brand’s jeans have prices ranging from €69 to €129.

According to CR7, its jeans offer “uninhibited, unrestricted and unrivaled levels of comfort and movability” thanks to the CR7 Flex, a material resulting from locking cotton and elastane in an advanced weaving process, that ensures “superior stretch and recovery”.