Rapper Nelly is to front a new advertising campaign for hip-hop mogul Sean Combs' Sean John Underwear line.
The Hot In Herre star will become the firm's first ever spokesmodel - and he is delighted to be associated with the brand.
He tells AllHipHop.com, "I've been a big fan of Diddy and the Sean John clothing line for years.
"So, when they asked me to work with them, it was a real honour. I hope my fans will enjoy this campaign as much as I did shooting it."
And Combs is equally as pleased with the appointment: "I have known Nelly for many years and I really admire his work. To me, Nelly is the quintessential definition of the Sean John man.
"He has the attitude, the swagger, and most of all the physique that our customers can both aspire and relate to. And let's be honest, all of the ladies out there are going to be thanking us for this campaign."