All Black Dan Carter wouldn't strip off to show his new undie range. This was all the media could see - they had to settle for full-length background posters to check the fit.

In the footsteps of Michael Jordan, Brand Beckham and Jonah Lomu, All Black Dan Carter is set to be the latest international sports star to be part of a worldwide advertising campaign.

The All Black super-bod will become the international poster boy for underwear maker Jockey.

"Jockey has a 135-year history .. Dan is the best model we've ever had," Jockey International president Tim Wheeler said.

"He's a great brand ambassador."

The announcement was made at the Auckland launch of Jockey's new "anatomically researched" 3D product line yesterday. Appearing in jeans with just a peek of his red-topped jocks showing, Carter coyly declined to reveal all for the assembled media and simply ... um ... turned the other cheek.

He was flattered to learn at the launch he was Jockey's most successful model. "I was a bit sort of overwhelmed ... I see myself as a bit of an amateur model."

Giant billboards of Carter's sculptured frame ¨C which stopped traffic in Auckland when first erected last year ¨C will be seen across Europe in the lead-up to the Rugby World Cup.

"It's going to be a big step moving over there," Carter said.

"It's going to be exciting."

He was not expecting too much more stick from his All Black teammates over the new campaign, saying the novelty had worn off and people were now used to seeing his larger-than-life jock-clad body.

Besides, throwing a few free pairs his mates' way tended to "shut them up", he said. "They love it ... they're always asking (for some)."

As for his own personal collection, Carter said he had about 20 pairs of Jockey underwear and had to wash and re-wear them like everyone else.

The freeze-frame action photos of Carter being used in the campaign were shot in Chicago in December.