SBD/February 8, 2012/Marketing and Sponsorship

David Beckham Discusses His H&M Line Of Underwear, Super Bowl Ad

MLS Galaxy MF David Beckham Monday appeared on syndicated radio show “On Air with Ryan Seacrest” with host Ryan Seacrest to discuss his latest endorsement deal with H&M and his underwear line with the company. Beckham discussed the marketing surrounding his new line, which included placing huge shopping bags around London with his image on them. He said, “There was one next to London Bridge. There were a few in different shopping centers around London, a couple in some tube stations. They did an amazing job actually. H&M really mastered this collection unbelievably. I’m very proud of that.” The underwear line at H&M was “something that I created actually before H&M came in. It was something I wanted to do after the success of being with Armani. I love underwear, I love wearing it. It’s something I just kind of wanted to create myself. We funded it, me and Simon (Fuller) together, and created it. H&M came in literally two days after we put the advertising campaign out and they said, ‘We see something great happening here, we want to be part of it and we can put it in 1,800 stores in 40 different countries,’ which is something I could never have done within the first week of it. It’s been a great partnership so far." H&M has drawn headlines this week for its commercial during Super Bowl XLVI, in which Beckham appears only in his underwear. Beckham said, "I’m very shy because when we were watching the Super Bowl, we were in a room of about 20 people when it came on and actually I had nowhere to look. It was kind of embarrassing.” Beckham did say his kids “loved” the commercial, but added, "I think they were also embarrassed as well because there were other people in the room" (“On Air with Ryan Seacrest,” 2/6).
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