Sloggi, distributed by Triumph International in the UK, will use life-size cardboard cut-outs of Christie in stores and is running a "Win lunch with Linford Christie" competition.
He is signed up for the remainder of the year to work on the promotion. A spokeswoman for Triumph said of the infamous lunchbox association: "He is not unaware of it and we are not unaware of it."
Christie's assets became the source of much media interest when a High Court judge, unaware of Christie's penchant for figure-hugging Lycra all-in-one running suits, asked the court: "What is Linford Christie's lunchbox?"
Christie, also famous for winning an Olympic gold medal, said of the campaign: "It's given me a good incentive to get myself really trim."
Sloggi has also produced a limited-edition World Cup underwear, featuring the English St George's Cross design.
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