Kellan Lutz has landed on the cover of Men’s Health Magazine for July/August:

“Kellan Lutz’s abs epiphany came during an eighth-grade graduation party at a water park. “Before then, I never knew abs were attractive,” he says. “Where I grew up in Arizona, you would never see anyone without a shirt on at school. But when I took off my shirt, all the girls were, like, ‘Oh, look at your abs!’ And I was, like, ‘Yeah!’ ”

Psychologists call this “positive reinforcement.” And Lutz instinctively knew what to do: Stay active.

It’s understandable to be ticked off by Lutz’s looks, which are great despite the deathly pallor of his vampire character in the Twilight flicks. Men resent other men who are that good-looking and that fit. It seems too easy.

But it wasn’t. The 25-year-old’s advantage was an early love of athletics, but he’s had to put in constant effort to maintain his physique. He played football in high school (plus trombone in the marching band–a hell of a timemanagement trick), hit the gym regularly for years, and considered becoming a Navy SEAL. One of the reasons he attended Chapman University was its location–near the beach.”

Read more on Men’s Health Via USA Today

Hopefully the haters will be converted, or at least may they not troll!

Kellan Lutz filmed this PSA with his mom to urge women to get mammograms. It’s in connection with National Breast Cancer Awareness month. It’s sponsored by Men for Women Now.

From the looks of the video, Kellan was a real crowd pleaser at Macy’s on Saturday where he took photos with fans to promote his Calvin Klein underwear line. Kellan was literally jumping for joy and sweeping fans off their feet.

The New York Times has a retrospective on the Calvin Klein underwear campaigns over the years. They interview Kellan about what his current campaing means to him.

““It is simple: whoever represents Calvin becomes a star,” said Sam Shahid, the art director who worked with Mr. Weber and Mr. Klein on many of the early campaigns. “What’s amazing is the longevity this has had.”

The work that goes into a single campaign image is considerable — Mr. Lutz worked with a trainer for weeks to bulk up his chicken legs, gave up candy and thought back to all he had learned from his earlier modeling days to capture a look, he said, that suggested he could just as well have been walking down a street, holding a smile and having a conversation with someone without thinking, “Gosh, I’m in my underwear.”

“You have to look like you enjoy what you’re selling,” Mr. Lutz said. “It doesn’t look that hard, but a lot of people don’t think about what goes into it.”

The effect, as intended, was almost immediate.

“I won’t lie about it,” he said. “I started getting text messages and calls from producers, and when I went into meetings for scripts, people were always commenting on the billboard and asking for pictures for their daughters.””

Kellen is making an appearance in the Macy’s flagship 34th Street store this weekend. You can read the entire article on the New York Times.