David Beckham
David Beckham. Reuters

David Beckham's chiseled pecks are on full display. The soccer phenom has a 10-foot-tall silver statue made in his likeness standing proud in the streets of New York City as a promotional tactic for his new underwear line for H&M.

Customers are beside themselves. Many, mostly women, have stopped to marvel at the sexy statue and to pose for a string of pictures. Reactions like those will definitely increase underwear sells for H&M because when guys see how much their girlfriends are salivating towards the statue, they are bound to purchase a pair or two -- most likely, hoping for a similar effect.

The ad campaign offers shoppers a chance to win a $1,000 H&M shopping spree if they upload a photograph of themselves with the statue to Instagram using the hashtag #HMBeckham. Second and third place winners will get to take Beckham home, a 1-foot-tall statue of the hunk anyway.

Currently, six statues of an underwear-clad Beckham are sprinkled throughout NYC, two in Los Angeles and one in San Francisco.

Those hoping to get a view of the hunk only have until Aug. 31. In other words, time's running out.

Last month Becks surprised 60 of his fans when he visited a special photo booth in a shopping mall near London's Olympic Park. He brought many of them to tears when he opted to pose for some memorable pictures.