Models Direct has just seen one of the latest Abercrombie & Fitch videos by Bruce Weber – entitled ‘Other Sports Require One Ball’ – and we have to admit our relief that the brand is finally out of the closet after years of teasing consumers with suggestive imagery of gorgeous models in various homoerotic scenarios.

This American sportswear company has always had a slightly controversial approach with its advertising campaigns, but the latest Weber offering has taken things to a new level with a romantic exchange rounding off some very intense ‘wrestling’ and shower scenes featuring typically stunning A&F male models. (View the full length Bruce Weber video below).

According to a report in the Huffington post, an Abercrombie & Fitch representative has told The Shophound that the ‘Webersode’ featuring the gay kiss was “not part of any official advertising campaign”. If it were it would have been the first official company promotional video of its kind, ever. We wonder what James Brown would have made of it all – his famous track ‘Give It Up Or Turn It Loose’ serves as a backdrop for the vid.

Whatever the case, many feel that this ‘confirmation kiss’ has been a long time coming. Huffington Post’s Gay Voices channel said of the video: “Abercrombie & Fitch is globally renowned for using homoerotic imagery to promote its sporty apparel — but in its latest round of advertisements, the clothing retailer is going an extra step by featuring a kiss between two shirtless hunks.”

Gay blog ‘Queerty’ stated: “Between the gay dance anthems playing in the store and vintage-porn-looking hunks modeling barely-there clothes in ads, Abercrombie’s marketing strategy has always been super-gay. But though their ads ooze homoerotic pyrotechnics, they’ve never actually gone and shown us the full monty, the real act of affection between two hot dudes. Until now.”

Other Bruce Weber A&F videos include ‘Basketball Is What Boys Do…‘, ‘Everything Else In Life Seems Easy‘ and ‘Live, Eat and Sleep Wrestling‘.

What do you think of the latest Bruce Weber video? Hot stuff, or a step too far?