David Beckham goes a little Instagram crazy in Whistler

The world's most famous underwear model has become Whistler's newest tourism ambassador.

British style icon David Beckham's Instagram feed has 33 million followers.

Thanks to the wonders of technology, they're all able to see images of the Beckham family skiing and snowboarding in B.C.'s most popular ski resort.

This week, the retired soccer star was bending it like Beckham on the slopes rather than on the pitch.

https://www.instagram.com/p/BQoZDjRjQ8i/?taken-by=davidbeckham&hl=en

https://www.instagram.com/p/BQn3u5BhIq9/?taken-by=davidbeckham&hl=en">https://www.instagram.com/p/BQn5ckbhbHI/?taken-by=davidbeckham&hl=en[insta]

[insta]https://www.instagram.com/p/BQn3u5BhIq9/?taken-by=davidbeckham&hl=en

https://www.instagram.com/p/BQn5SoDhEJ3/?taken-by=davidbeckham&hl=en

https://www.instagram.com/p/BQn3u5BhIq9/?taken-by=davidbeckham&hl=en

https://www.instagram.com/p/BQn3mTBBt5s/?taken-by=davidbeckham&hl=em

It wasn't an entirely smooth visit, however.

Beckham's oldest son, Brooklyn, suffered a broken collarbone on one run down the hill. After he was feeling a little better, he sent the X-ray image to his 9.3 million followers.

https://www.instagram.com/p/BQn48Vhj_1A/?taken-by=brooklynbeckham&hl=en

https://www.instagram.com/p/BQn5WDfDkhO/?taken-by=brooklynbeckham&hl=en

The Beckham family trip to Whistler came shortly after an email scandal that attracted unwanted headlines about the former athlete seeking a knighthood.

Russian hackers allegedly tried to blackmail Beckham after breaking into his public-relations agency's account.

He turned the tables by going to the police.