ASSOCIATED PRESS
In this publicity image released by Old Spice, Italian model Fabio, left, arm wrestles with former American football player Isaiah Mustafa during a press event for Old Spice in Los Angeles, Thursday, July 28, 2011. Mustafa has been lead spokesman for the Procter & Gamble Co. brand of men's body washes and deodorants for nearly two years, starring in a popular series of marketing campaigns relying heavily on YouTube, Twitter and other social media. Now, he has held off a playful effort by the Italian model to become "the new Old Spice Guy." In a series of videos culminating Thursday, the muscular pitchmen dueled in tongue-in-cheek challenges from one another and viewers. (AP Photo/Old Spice, Susan Goldman Photography, handout)

ASSOCIATED PRESS
FILE - In this Aug. 28, 2000 file photo, actor and model Fabio arrives in Santa Monica, Calif., for the premiere of "My 5 Wives." Italian model Fabio is trying to muscle in on Isaiah Mustafa as the front man for Procter & Gamble Co.'s Old Spice line of men's body wash and deodorant. The Old Spice Guy has won his hunk-off with Fabio. (AP Photo/Kim D. Johnson, file)