We are just under a week away from Usher performing at the Super Bowl halftime show. And it appears the athletes aren’t the only ones living by the look good, feel good, play good mantra. Skims, the underwear brand founded by Kim Kardashian, just announced Usher as its new face in time for the big game.

Usher Is the New Face of Skims

Usher’s debut for Kim K’s intimates label includes a commercial and a series of photographs that men everywhere will try to hide from their significant others. In the photos, Usher is holding a peach—the most erotic fruit!—while showing off a variety of boxer briefs. (Call Usher by your name, and he’ll call you by his.) He dangles a toothpick from his mouth in the video while announcing that he loves to entertain because of “the element of intimacy between me and an audience.” The Super Bowl often yields notoriously distant, over-the-top musical performances—but if anyone can bring intimacy to the halftime show, it’s Usher.

In addition to the scintillating campaign, Skims is also working with Usher on the rollout of his new album Coming Home, which drops on Friday. For the first week of its release, an exclusive digital version of the record with an alternative cover and a bonus track, “Naked,” will be available via Skims’s webstore.

Usher Is the New Face of Skims

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