Pop Goes The News — Canadian former hockey player Sean Avery is the latest male celebrity to show off his rear-end on social media.

The 35-year-old Toronto native posted a photo on Instagram this week in which he’s wearing nothing but jockstrap.

Avery, who is standing at the edge of a backyard pool, used the photo to promote Saturday’s Southampton Sweat fitness festival, which he is co-hosting with fiancée Hilary Rhoda.

https://instagram.com/p/6x7o2RKloe/

The cheeky pic came a year after Avery did the ALC ice bucket challenge while wearing only a jockstrap.

It also follows butt shares by singer Cody Simpson and Canadian pop star Justin Bieber.

Bieber deleted his pic shortly after posting it on Instagram.

“Not because I thought it was bad but someone close to me’s daughter follows me and she was embarrassed that she saw my butt,” he explained. “I felt awful that she felt bad.”

Simpson’s bare bum photo, taken when he was 17, was deleted by Instagram.

“Looks like Instagram didn’t like my ass,” he tweeted.

In July, model Chrissy Teigen shared a shot of her husband John Legend’s bare behind on Instagram.

In an interview with Modern Luxury, Teigen said she snapped the pic when she and the singer were in Paris “a few drinks in.”

She recalled: “Tequila and bad judgement were behind it. I had seen Justin Bieber’s [bare butt] photo earlier and I was like, ‘Oh, it’s a cute ass, whatever.'”