Recent allegations about David Beckham's affair with PR executive Rebecca Loos seem to have done nothing to dampen enthusiasm for the Real Madrid and England footballing star over in the US, where he is currently fronting an advertising campaign for Police sunglasses.
The Vanity Fair cover follows Beckham signing a reported £40m advertising deal to become the global face of Gillette.
His appearance on the front cover of the US style bible puts him up there alongside Hollywood stars including Brad Pitt, George Clooney and Tom Cruise, and is a first for the magazine, which only rarely features UK-born actors let alone sportsmen.
If only his wife Victoria could have as much success over there with her music career.
It is not the first time Beckham has achieved a magazine first. Two years ago, he became the first male cover star to appear on the front cover of Marie Claire magazine, breaking 14 years of tradition.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.