Sloggi promotes men's range with lunch and Linford Christie

LONDON - Linford Christie, whose 'lunchbox' was once the subject of discussion in the High Court, has been signed as the face and body of Sloggi for Men underwear.

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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