A sexy new Adidas promotion is earning five well-known Kiwi rugby players some global gay appreciation.
The Adidas website's new 'Jersey Swap' page shows five players stripping off their shirts - and there's even a 'slow-motion replay' option.
The players are Tamati Ellison, Ali Williams, Jimmy Cowan, Richie McCaw, and Liam Messam.
The campaign has been mentioned on dozens of gay blogs around the world, including England, Brazil, and America. GayGamer.net describes it as "a sumptuous visual feast that's sure to bring a smile to your trousers," and Gay.com cheekily wrote "I'm waiting for the site upgrade wherein we get to choose which players exchange jock straps."
Members of GayNZ.com's Forum were also impressed by the campaign. One enthusiastic new rugby fan typed: "Droooool. That campaign worked for everyone in the office. Genius!"
Adidas marketing manager John Beckett says he's surprised by the large and appreciative gay following the website has created for the sportsmen. "If they want to follow rugby, that's fantastic," he told the Sunday Star-Times.