Perhaps this is it. Maybe, just maybe, chess could finally be at the cusp of going mainstream.
The world's number one chess player, Magnus Carlsen, has been signed up as a model for Dutch firm G-Star Raw and will be featured in the denim fashion house's Fall/Winter 2010 advertising campaign. You can see sample shots of Magnus over on ChessVibes.
All well and good for chess, what with all this brilliant PR, as well as for Magnus himself whose bank balance must be just a little bit fatter.
But, I got a problem.
While that other fashion house, Armani, made sports star David Beckham the favourite poster boy for women the world over, G-Star appears to have made our man look like a poster boy for...
Well, at least this interpretation of the Star Trek character.