If you are a soccer fan (or football fan, if you aren’t from the U.S.), then you know Zlatan.

Following in the footsteps of David Beckham, Zlatan now has his own brand, A-Z Sportswear. He is promoting it in a campaign that centers around the concept of gold – your own inner gold.

“Gold belongs to anyone who dares to start something, and has the strength to see it through. Gold isn’t reserved for the precious few that can afford it. Because it’s inside all of us, just waiting to be uncovered. The more you push yourself, the brighter it shines. ”

Along this theme, A-Z’s boxers have gold on the inside.

The Inner Gold video features music by Swedish rapper Erik Lundin.