This just in! David Beckham will together with H&M make his Bodywear range for men available to millions of fans globally through a long-term partnership. So he’ll be taking the modeling of racy underwear images as a marketing strategy from Armani to H&M. Nice.
Per H&M “The long-term alliance will allow David Beckham to produce and exclusively sell his eagerly awaited new DAVID BECKHAM bodywear line in around 1800 H&M stores in around 40 countries worldwide.” It marks the beginning of a significant relationship between H&M and David Beckham, with new Bodywear products being launched seasonally. The initial range will be launched to coincide with Valentine’s Day 2012 from February 2nd.
“Over the past year, I’ve been developing my Bodywear range with my team and I’m extremely positive about what we have designed and produced,” said David Beckham. “The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward, I’m excited and looking forward to showcasing the range to H&M customers from February.”
Apparently Becks is on a “journey from sporting hero to entrepreneur and icon”, notes Simon Fuller, David Beckham’s long time business partner. That’s kind of funny. I think the journey is more about K’ching, but who am I to interfere with genius? It’s very smart of a professional athlete, overcoming a recent serious injury, to start finding other ways to make money. And those pictures of him in his undies ain’t bad either.