SBD/January 4, 2012/Marketing and Sponsorship

Beckham Teams With H&M To Launch New Clothing Line, Ad Campaign

Beckham is teaming with H&M for latest underwear ad campaign
MLS Galaxy MF David Beckham has collaborated with Sweden-based H&M "to create a range of men's underwear," and an image from the new campaign shows him "modelling a pair of tight white briefs," according to the BELFAST TELEGRAPH. Beckham first "modelled underwear in 2007 for luxury Italian brand, Armani." The campaign was "so successful that profits doubled for the company in just one year." Beckham was "eager to create his own range that the everyday man could afford." The new briefs cost US$15.60 and are "available to buy in H&M stores now" (BELFAST TELEGRAPH, 1/4). In London, Olivia Bergin notes Beckham is producing a "nine-piece collection of bodywear," creating a "branded range of cotton briefs, boxer shorts, vests, T-shirts, pyjamas and long johns, inspired by pieces from his own wardrobe." The first installment, which will "be available in stores [and] online from February 2, marks an ongoing partnership between David Beckham and H&M, and will develop seasonally" (London TELEGRAPH, 1/4).

STAYING IN THE SUNSHINE: In London, Matt Dickinson reports Beckham has "rejected the lure of Paris ... to stay at the Los Angeles Galaxy after receiving assurances that he will not jeopardise his Olympic prospects by remaining in Major League Soccer." The Galaxy "initially offered Beckham a pay cut to stay, but Simon Fuller, his representative, has negotiated a new deal close to the $6.5 million basic salary he has earned for the past five years in LA, as well as a higher cut of merchandise and ticket sales." Beckham "already takes a share of gate receipts" at The Home Depot Center, and he "retains an option to buy into an MLS franchise." Beckahm is "likely to sign a deal for the 2012 season, with an option to stay for 2013." In the contract, the Galaxy "will be obliged to release him for the Olympic Games if he is selected" (LONDON TIMES, 1/4).
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