Lee launches cricket-inspired undies

Fast bowler Brett Lee is the latest sports star to put his name and body to an underwear range but he isn't stumped by the competition.

Joining the ranks of Eamon Sullivan, Stephanie Rice and teammate Michael Clarke, Leelaunched his own line of men's underwear in Sydney.

Lee said his AceStar range created with Australian designer Bruno Schiavi wouldmeasure up well to its competitors.

"I think it's very healthy, the fact that other guys are doing it," Lee told AAP.

"That's great, we're very happy and very, very proud of our product.

"We think we're on a winner now." A bevy of buff male bodies showed off the cricket-inspired line at Pink Saltrestaurant in Double Bay.

But on a chilly winter's night Lee wasn't keen to strip off - instead wearing a greysuit and white shirt.

"I've done my hard work," laughed Lee who modelled the underwear in ads for the range.

Lee said it was a different experience stripping off for the campaign.

"I've done a billion photo shoots, but it's always with my clothes on," he said.

"To think that the whole emphasis was on my underwear - but Bruno and everyone atthe whole shoot made it so comfortable.

"I felt nice and relaxed and enjoyed the whole experience." Some of Lee's A-list pals turned out to support him including Deni Hines, DieterBrummer and his brother Shane Lee.