Better order some industrial strength lip balm and practise suppressing the gag reflex.
Shameless sporno star and über-metrosexual David Beckham is ramming his eye-popping lunchbox down our collective throats again. This time with a media ‘offensive’ for his own line of men’s undies – and strangely shapeless vests – from Swedish-owned high street fashion chain H&M.
“I always want to challenge myself and this was such a rewarding experience for me. I’m very happy with the end result and I hope H&M’s male customers will be as excited as I am.”.
It’s true, you do look very pleased to see us again, David dear. But I worry that my ‘end result’ might not look quite so excited/exciting in your pants.
But Beck’s own palpable, prominent excitement is entirely understandable. He saw the humongous wads of cash Mr Armani was covered in when he brazenly pimped Beck’s designer cotton-clad tackle to the world a few years back. Becks was paid very handsomely for his services himself of course, but seems to have decided he can make even more filthy lucre by designing his packet himself and flogging it to the global punter (H&M is the second largest retailer in the world).
Last year he explained:
“I have had the idea of doing a bodywear collection for some time now. The push to do something of my own really came as a result of my collaboration with Armani. They told me that their gross turnover in 2007 was around €16 million, and after the campaign in 2008 it went up to €31 million, in 2008. It proved to me that there is a real market for good-looking, well-made men’s bodywear.”
Whether or not his finished pants and vests are that kind of bodywear I’ll let you be the judge of. Bear in mind they are a lot more affordable than Mr Armani’s. I think proud-father-of-four Goldenballs is here going for ‘volume’. Metrosexy dadwear. Hence the emphasis he puts on comfort.
And as we’ve seen again and again in the last few years, there is definitely a real market for good-looking, well-made, famous, well-packaged men’s bodies. Advertisers, reality TV and Hollywood have practically had our eye out with them.
The tennis ace is being shoved up against the (unplastered) wall and then thrown down and hammered on the builder’s bench. Twice.
By the camera. Which chops up his body into sexy, slippery bits and pieces. Tits and ass and abs. Total, rampant, ruthless objectification. Which Mr Nadal — like many young men today — appears to relish.
And that liquid he’s half-drowning in. Is it bodily fluids? Or is he being water boarded by our gaze?
Could this video in fact be any sluttier, without actual penetration? Then again, wouldn’t your actual, standard-issue penetration diminish the sluttiness by making it both ‘hard’ and banal? Instead of the grainy non-specific sluttiness that drips off everything in our mediated, metrosexy world.
Paolo Rumi in Milano sends this snap of Armani’s latest sporno star, tennis player Rafael Nadal, kindly offering his giant but pertly athletic arse to passers by in Armani’s hometown.
In the early Noughties I described the exhibitionism of metrosexuality as ‘literally asking to be fucked’. I’m sure people thought I was being absurd and vulgar again. I was, of course. But I was also on the money (shot).
The Daily Mail tastefully describes this saucy image of the world’s No.1 tennis player half-naked, bent over and looking imploringly at the camera over his shoulder as ‘confident’. Which is reassuringly masculine sounding enough for their readers I suppose. While perhaps implying ‘spunky’. But let’s not pretend that this image is summed up by any other word other than ‘coquettish’. Coquettish with knobs on. And in. It could be an image straight out of a Dieux du Stade calendar (minus the jeans).
It isn’t just the fact that a half-naked Rafael is apparently offering himself on a prop from a porno movie set (‘Builders’ Big Erections’). It’s the smoothly inviting, defenceless musculature of his prone shoulders and back. And the small of his back before the tempting swelling bubble of his butt filling out the product so alluringly. Along with that ‘come on big boy’ expression on his flirty face — which added all together shouts out: WANTME!
As with much of sporno the dynamic of the image is the deliberate provocation of an athlete who lives by ‘masculine’ ‘activity’ flaunting his flagrant ‘feminine’ ‘passivity’ to the world. And in case anyone refuses to get the message, Armani are, in this campaign, simultaneously running an image of a slightly boyish looking tattooed Megan Fox in the same pose. Lovely as it is, it doesn’t have quite the same charge as the Nadal snap, and in fact seems to have been designed to merely draw more attention to the tartiness of Nadal’s pose.
Male tartiness, once considered perverse and unnatural is a very big very global business these days. Or as Paolo put it in his email to me with the pic attached of Rafael spread all over the wall in Milano: ‘the homosexualization of heterosexuality is complete’.
Cristiano Ronaldo’s latest for Armani shows him looking — not too hard — for his t-shirt. Do you remember when maids rather than footballers were treated as sex-objects? No? OK, I must be getting very old indeed. But of course this tradition is what the ad is playing on — the reversal, or reflection/refraction, of ‘the male gaze’ that has happened in the last couple of decades that is the signature style of metrosexuality. And likewise it trumps the traditional presumption of feminine passivity and submissiveness: the maid is doing the perving.
Now, I’m all in favour of Cristiano wandering around half-naked, especially the bit where the camera zooms in on his astonishing thighs, but can we please have something just a little more convincing next time? I mean, it’s entirely believable that he would be more interested in his favourite t-shirt than the pretty maid, but are we really supposed to believe that he wouldn’t notice someone scoping him?
After all, every cell in his breathtaking body is clearly soaking up the attention of the camera lens.…
Mark Simpson on how sport and porn got into bed — while D&G and Mr Armani took pictures.…
(Out magazine, May 2006; expanded for The V&A’s ‘Fashion V Sport’ catalogue, June 2008. Also collected in ‘Metrosexy’)
You might think that it was Italy’s greater ball skills, or stamina, or team spirit that won them the 2006 football World Cup. But you would be wrong.
Clearly, explicitly, thrillingly, what won it for the Italians was not so much their sporting spirit as their sporno spirit. In the run-up to the tournament, some especially fit players from the Italian football team took time off from their training and did something much more useful: they recruited Dolce & Gabbana (or was it the other way around?) to produce a spornographic fashion shoot of them all oiled-up and ready for us. In hindsight, we can see that the world was already grovelling at their feet from that moment on.
Sporno, the post-metrosexual aesthetic that sports and advertising are using to sell us the male body is, well, irresistible. Even for a fine French team – who were, let’s face it, a much plainer bunch. First Portugal devastate England because Ronaldo is better looking than Becks and far swoonier than Rooney, then Italy trounce France because the punters would much rather celebrate with the sweaty Italian stallions in the locker-room. The best men definitely won.
In a spornographic age it’s no longer enough for the male body to be presented to us by consumerism as merely attractive, or desiring to be desired, as it was in the early days of nakedly narcissistic male metrosexuality. This masculine coquettish-ness, pleasing as it is, no longer offers an intense enough image. Or provokes enough lust. It’s just not very shocking or arousing any more. In fact, it’s just too… normal. To get our attention these days the sporting male body has to promise us nothing less than an immaculately groomed, waxed and pumped gang-bang in the showers.
But of course, because this is sporno and not actual pornography, it remains just that: a promise. Advertising and fashion are less interested in making a fetish of the potent male body than its underwear: commodity fetishism is usually the name of the sporno game.
However, the homoprovocative nature of sporno is much less easy to overlook than it was in early metrosexuality, which could pretend when it wanted to that it was ‘straight’ and something entirely for the ladies. Where metrosexual imagery stole slyly from soft gay porn, sporno blatantly references hard gay porn.
Sometimes you might be forgiven for thinking sport is the new gay porn. Sportsmen are now openly acknowledging and flirting with their gay fans, à la David Beckham and fellow footballer and Calvin Klein underwear model Freddie Ljungberg. Both of these officially heterosexual thoroughbreds have posed for spreads in gay magazines (Ljungberg appeared on the cover of Attitude in April 2006, Beckham in 2002), albeit sporting more clothes than they usually wear when appearing on the side of buses.
Beefy England Rugby ace and married father of two Ben Cohen has explicitly marketed a calendar of sexy (PG) pics of himself at gay men, and talks of ‘embracing his gay fans’. Some, like Becks and smoothly-muscled Welsh Rugby ace Gavin Henson have even argued over them (Becks recently admitted that Henson had stolen a lot of his gay fans and he wanted them back because ‘I miss them.’).
Being found desirable by gay men, once a source of ridicule by others and even violent anger from the desired, now seems to mean you are worthy not just of love but also of large amounts of cash. A whole new generation of young bucks, from twinky soccer players such as Manchester United’s Cristiano Ronaldo, who has modelled for Pepe, and Chelsea’s Fabulous Frankie ‘Legs’ Lampard, to rougher prospects such as Joe Cole and A.C. Milan’s Kakà posing for Samsung and Armani jeans respectively, and the naked, pneumatic rugby ‘pros’ of the legendary Dieux du Stade calendars, seems to be actively pursuing Beckham’s and Ljungberg’s male sex-object, more than slightly tarty, status. The sportsman as erotic symbol.
Being equal opportunity flirts, today’s sporno stars want to turn everyone on. Partly because sportsmen, like porn stars, are by definition show-offs, but more particularly because it means more money, more power, more endorsements, more kudos. Sporno exploits the corporate showbiz direction that sport is moving in, as well as the undifferentiated nature of desire in a media-saturated, mirrored-ceiling world – and inflates their career portfolio to gargantuan proportions.
Why is Euro soccer star Beckham a household name in the United States, a country that generally has less interest in soccer than socialism? Why did his recent move to the US to play for a team most Americans had never hear of provoke so much breathless coverage in the US media? Again, it wasn’t down to his soccer skills, but rather his sporno skills. Pictures of him semi-naked in Vanity Fair, or in W magazine, sporting skin-tight trousers that nevertheless seem to be somehow pulling themselves off, or that naked campaign for Motorola, in which the mobile phone dangles tantalizingly between his pert nipples, seem to be more ubiquitous, not to mention more stirring, than images of him actually playing football.
And what could be more American? Sporno stars are pushy young hustlers who are happy to be ogled undressed on Times Square billboards or in Vanity Fair – advertising a willingness to put out, or at least get it out, to get ahead. In campaigns like Ljungberg’s Calvin Klein unforgettable underwear posters of 2006 or Beckham’s globally gawked Armani briefs ads of 2008, their bodies and their bulges, blown up to gigantic proportions, are rammed down our throats by advertising. Most of us don’t appear to be gagging, however.
The male body has been well and truly, not to mention tastily, commodified. After decades of being fetishized by gay men, jocks are now fetishizing themselves. It was probably inevitable. Men are traditionally the more visual of the sexes – and by far the greatest consumers of porn. So why not cut out the middle-women and pornolize yourself? Because of the fantastical masculine potency of sporno millions of boys and men around the world are excitedly buying clothes and underwear worn or endorsed by their hero. And how could a guy, any guy, not have their head turned by a sporno star? Sporno stars have everything a man could want today: youth, vigour, money, fame, looks, equally beautiful bosom buddies, glamorous partners – and the numbers for top photographers and stylists.
The people who essentially invented sport, the Ancient Greeks, certainly thought the male athlete the greatest head-turner. For them, sport was an opportunity to worship and admire the beauty of the youthful male form, which in turn represented the freedom of the human spirit. They thought it natural that men would find the youthful athletic male form inspiring and desirable, and an essential part of the pleasure of sport. Most sports competitions, including the original Olympics, were conducted naked: clothes spoiled the experience, for athlete and spectator. Much of their muscular art was a classical antecedent of today’s sporno.
Admittedly though, many Greeks would probably have been scandalized by the keenness of today’s golden young athletes to pose for images designed to inflame lust – and cash purchases. Plato for one would certainly have been aghast at the neo-classical shamelessness of Dieux du Stade (‘Gods of the Stadium’). The phenomenally successful, luxurious calendars feature the Paris-based Stade Français rugby team and various well-endowed sporting guest stars from around the world re-enacting, you may be forgiven for thinking, the plot of every sports-themed gay porn vid. (Fashion photographers rather than pornographers take the pictures: Dolce & Gabbana favourite Mariano Vivanco was responsible for the particularly striking 2007 images.) Shot in musty locker rooms, the naked, pumped and tweezed ‘gods’, often in full body make-up, clutch strategically placed rugby balls like fat leather erections and gaze longingly into the camera, or into each other’s eyes.
Such brazen behaviour has only enhanced the careers of these rugger buggers. Frédérik Michalak and his hypnotically tattooed and geodesmic butt’s starring role in an early DVD showing the making of the Dieux du Stade calendar, has helped land him modelling contracts for Christian Lacroix, a French condom line endorsement deal, as well as becoming the expensive face of Biotherm Homme and the sporting package for a skimpy underwear line.
No doubt the Greeks would have been shocked even more by the way that women are openly enjoying these homoprovocative images too. In fact, the Dieux du Stade calendars were originally part of a marketing plan to update and widen the appeal of French rugby, particularly for women, and have proved massively popular: the 2007 calendar reportedly sold 200,000 copies. But the sporno-graphic eye of Dieux du Stade is quite deliberately, quite flagrantly un-straight. Partly because some of today’s women are being turned on to the voyeuristic charms of male-on-male action (in an echo perhaps of their boyfriends’ interest in female-on-female action), partly because it gets attention – ‘whatarethoseguysdoing!’, and partly because, as we’ve seen, the adoration of gay men is the key to the successful marketing of the male body. But mostly because this all-male exhibitionism, whomever it’s directed toward, gay, straight or bi, female or male, is so charmingly, submissively keen to please. Especially from guys who live through action and the urge to dominate.
Check out the DDS ‘Making Of the 2004 Calendar’ DVD, or the ‘Making of’ DVD from any year really, and see them obediently adopting the gay porno poses requested of them by the photographer, head placed on buddy’s shoulders, or head at buddy’s waist, hands on his perfectly formed buttocks.
The uninhibitedness of the rugby players, in part a function of the physical intimacy of the game itself, ends up being deliciously suited to the visual uninhibitedness of our times. How things – or rather, thighs – have changed. In the United Kingdom rugby traditionally was the sport of hairy beer monsters with nowhere else to go on a Saturday. But with professionalization, players, particularly the more streamlined backs, have become younger, fitter, and self-consciously sexier and their dance-cards are as full as their biceps. Blond, buffed, green-eyed, square-jawed, England International player Josh Lewsey, has been deployed to interest rugby fans in bulging lycra. A giant, god-like blow-up ‘bronze’ statue of him in his shorts was erected outside Twickenham rugby stadium in 2006 by his sponsor Nike. Rugby fans queuing for their tickets had the distracting pleasure of gazing up between Josh’s towering, flared thighs and at his ‘divine’ abs and pecs bursting out of a skin-tight Nike top.
Meanwhile the England rugby strip itself has been given something of a Queer Eye makeover. Banished forever are their baggy, shapeless beer-towel rugby shirts, replaced by a form-hugging strip that might well have been designed by Jean Paul Gaultier. Understandably, England’s new sporno kit dazzled the opposition: in 2003, the year the team debuted it, England won the Rugby World Cup for the first time ever. The latest version of it, introduced for the 2007 World Cup, saw them achieve second place despite being written off beforehand by pundits.
No doubt this astonishing turnaround was down to their new strip being being even tighter than before and including a saucy red arrow/swoosh from armpit to the edge of the opposite thigh, reportedly designed to confuse opposing players. Too right – they won’t know whether to tackle them or kiss them. A confusion that seemed to be exploited, albeit unwittingly, by the ‘C’est so Paris’ humorous advertising campaign promoting the 2007 World Cup, which featured snogging scrumming rugby players and the jokey tagline ‘Paris: City of Love’ (the only far-fetched aspect of the campaign was the unattractiveness of the ad’s faux rugby players compared to the ‘real’ Dieux du Stade thing).
In the more moneyed world of football, which has been a much bigger business for much longer, the eye-catching potency of a sporno star seems to have disorientated even the tough no-nonsense guys who manage football clubs – until you look at the bottom line. Despite somewhat inconsistent performances on the pitch, David Beckham is the world’s biggest-earning soccer player and the best known – because of his off-pitch pouting (most recently confirmed by his 2007 £20 million Armani underwear deal). His purchase in 2003 by Spain’s Real Madrid made them the most profitable soccer club in the world – replacing Manchester United: Beckham’s previous club. Beckham is an object of global desire, and his merchandise moves even faster than his hips – his body is worth more on billboards than on the pitch. After making what was billed as the biggest sports deal in history at £128 million, American team LA Galaxy is his new sporno studio, and he their Number One box cover star.
There is, however, another way in which British soccer players are finding themselves and their athletic prowess paraded on the front pages. A slew of kiss-and-tell articles have appeared in the tabloids in recent years about the penchant our young sportsmen have for sharing a young female groupie with several other team mates. Simultaneously. Often videoing the proceedings. Sporting gods in naked, adult video action with other sporting gods. No wonder the tabs and the public got so excited. In recreating the more than slightly homoerotic straight ‘gang-bang’ porn that they, like many other young men today are downloading from the Net, footballers are, wittingly or not, realizing the fantasy underpinning sporno itself.
Things reached their logical, if slightly Footballers Wives conclusion – their spornographic money shot – in 2006 when lurid stories were ‘splashed’ across the tabloids about a ‘secretly shot film’ allegedly showing several globally famous (but unnamed) English soccer stars engaging in a ‘gay sex orgy’, in which expensive limited edition mobile phones were supposedly used as ‘sex toys’. Regardless of the fact or feverish fantasy of this story, no one seemed to be able to get enough of it. Except perhaps the footballers themselves – who were not only not making any money out of this particular sporno spin-off, but also faced the threat of losing earning potential as a result of the scandal (British libel laws however quickly came to the rescue providing at least one player with a large, undisclosed sum). The response of many fans on the terrace in the form of vicious anti-gay taunts and the continued absence of any openly gay professional footballers, suggest that casual homophobia is as rampant in the culture as sporno itself – which is more than slightly ironic.
A generation of men may be entranced by images of glamorous, sporting males who so clearly, achingly, desire to be desired by all and sundry, but it seems the explicitly homoerotic implications of that still give quite a few of them the willies, especially in the highly-strung world of football. Though this is perhaps merely a time-lag issue: attitudes take longer to change than underwear.
Sporno stars themselves, moving in their celebrity circles, probably don’t care two hoots whether a fellow player likes bedroom partners with the same-shaped tackle, and may even be as pansexual as their advertising and fashion tastes portrays them, but they worry very much about what their fans will think. After all, this is show business, darling, and you can’t afford to alienate your audience – or, paradoxically, those homoerotic spornographic endorsement deals. While the statements of gay-friendly soccer stars such as Beckham and Ljungberg (and Cohen and Henson in rugby) have been sincere, thus far, actual homosex, or even bisex, rather than the faux variety proffered by advertising appears to still be beyond the pale. Sporno stars may pose gay but until now all of them have had to be officially totally heterosexual – as do all pro footballers and, with one or two exceptions, all rugby players.
Perhaps this is also the reason today’s soccer stars, who appear, way ‘gayer’ than their predecessors – according to The Sun, Manchester United’s locker rooms have recently had to be modified to make room for players’ ‘manbags’, because ‘they use more cosmetics than their wives’ – no longer kiss one another passionately after a goal is scored as they did just a few years ago. They have to maintain the impression, like many gay porn stars, that they’re only gay for pay.
As for the paymasters themselves, the fashion brands, while they certainly wish to continue changing mainstream masculine attitudes towards clothes and the male body, it could be argued that a certain amount of homophobia works to their benefit here: making sporno advertising more arresting, more powerful – and also helping to displace any homoerotic feelings/anxiety they provoke into commodity fetishism: buying the product instead of trying the fantasy it’s wrapped in. ‘Of course I don’t want the athlete’s desirable looks/face/body/packet’, the hetero male viewer/voyeur of sporno perhaps says to themselves – ‘I want his pants’.
Nevertheless, these are interesting if somewhat conflicted times. We shouldn’t underestimate how far we’ve come and how dramatically traditional male past-times such as football and rugby have changed in the last decade as a result of their collision with the worlds of fashion, celebrity and consumerism. Sporting male heroes have enthusiastically taken up shockingly exhibitionistic sex-object poses in the global media that once were anathema for most men because they were seen as ‘girly’, ‘slutty’ or ‘homo’. Or, what was much the same emasculating taboo in the male mind: passive.
Sports starts have become sporno stars – playing enthusiastic power bottoms to the public’s imagination. Stripping off, lying back, and thinking of England… lusting over them.
Unsurprisingly, this flagrant passivity represents a taboo too far for some. As one outraged middle-aged male (and, it probably needs to be said, somewhat plump and plain) BBC sports presenter thundered recently in a popular British tabloid about Beck’s Armani lunch-box ad: ‘You’ve got money, status, respect and fame – then someone says: “Armani want you to do a picture wearing tight white pants with your legs as wide open as the hole in England’s defence.” Why would you say yes?’
Actually, in a spornographic age, the question should rather be: Why on Earth would you say no?
After all those ads in which Becks thrusted his giant Armani wrapped package in our faces if not down our throats, an Italian satirical TV show decided to do a little consumer product testing. You know that in Italy they like to handle the sausage and tomatoes — and haggle over the price — before they part with their Euros.
Both parties are clearly unimpressed.
For those who don’t speak the most beautiful, most musical language in the world: the rubber-gloved lady shouts at a hooded, glowering Beckham driving off in his (ridiculously large) car full of minders: ‘HOWCOULDYOUTAKEUSFOR A RIDE!!??’
The incident has caused some anger in the UK, and some see it as outright sexual assault. But if you are paid very large wedges of cash to put your lunchbox on the side of buses to sell overpriced underwear to the masses then perhaps the only shocking thing is that more punters don’t cop a feel of the goods.