AFL star Dustin Martin stripped down to his underpants in the back streets of Brunswick with a sprint down Sydney Road last month while making his modelling debut as Bonds ambassador.
The 26-year-old Brownlow medallist might be back training six days a week with Richmond in the lead up to the AFL season kicking off, but he did little to prepare when shooting the new campaign.
"They told me it would be a good idea to practice standing in front of the mirror with my undies on just to get used to being in front of the camera, but I didn't do that," says Dustin Martin who is media but not camera shy.
"I just took my gear off and rolled with it," he says.
"I was a bit nervous of course, but the guys at Bonds made me feel very comfortable throughout the whole process."
I have a rude head, but if it pays the bills I won't say no.
His manager Ralph Carr says Martin will become Australia's own David Beckham and confirmed the Bonds deal is an ongoing relationship. The cult footy player is photographed topless in jocks, wearing a black singlet and pastel hoodie and track pants in the first seasonal campaign drop.
"I'm a footballer not a model but I was fine with giving it a go," says Martin of enjoying the fashion limelight.
"The shoot was done off-season of me running the streets in my jocks. It was quite funny. Some of the streets were closed off for the shoot, but the main road wasn't and everybody could see me. It was kind of embarrassing but all in the name of good fun," he says.
Martin says he won't rule out future fashion work, but has his eye firmly focused on football for now.
He kick started the year working closely with a life coach to plot his ambitions for 2018.
"For me the new year is about raising the bar and getting better at my sport," says Martin.
"It's about trying to lift heavier weights, getting fitter, staying mentally and physically strong – it's all those things that add up to a mental list of what I'd like to achieve. My life coach helps process all this stuff and put it into action," he says.
When asked if he'd fancy a front row spot during some menswear shows at VAMFF in March, Martin says he wouldn't rule it out.
"I do love fashion, but I guess it's one step at a time, we'll see what happens," says Martin.
"Right now I am really proud of joining the Bonds family. I've seen what Pat Rafter did with Bonds and I am rapt to be with the brand. I've been wearing it since I was little," he adds.
Martin was drawn to working with Bonds because he assumed creative control of his photo shoot and in the making of the Killer Undies video starring a very cute dog – which he says isn't his own.
When it comes to his own personal style, Martin says he's most comfortable in a baggy T-shirt and basketball shorts but loves to shop and dress well when the occasion calls for it.
So will he consider doing more modelling down the track?
"Who knows? I have a rude head," he laughs. "But if it pays the bills I won't say no."