In the 90s, at first there were calendars with emerging actors, then came out the sport champions, such as the rugby players. They definitely were (and still are) the main protagonists of the nude-male-calendars-business, with their best seller calendar “Dieux du Stade”: an annual collection of artistic nudes that has defined a new kind of male sensuality which spread a new cult of male beauty among men with a huge interest in fashion and grooming products.