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SBD Global/August 16, 2012/Marketing and Sponsorship

David Beckham Bodywear Campaign Continues With Second Ad Series For H&M

The second set of ads for MLS Galaxy F David Beckham’s Bodywear for H&M line launches Thursday and will “coincide with a ‘statue stunt’ planned by the retailer with larger-than-life Beckhams going up” in N.Y., L.A. and San Francisco, according to Samantha Critchell of the AP. New products “will be added to the collection later this fall.” Beckham, in an email, said, “I'm very happy that so far people seem to like it and the first season was incredibly successful. The challenge is to keep it going and establish a brand that will last many years. That is my ambition." He added the formula for the H&M bodywear line is largely about his personal preferences of "comfort and fit." Beckham: "It's important to me that Bodywear means more than just briefs and Ts. It's about all the pieces I like." Beckham said that he “values the input of H&M designers, especially when it comes to their technical expertise, to get products to the point where he wants his name on them” (AP, 8/14). The product launch was highlighted by a 30-second ad during NBC's coverage of Super Bowl XLVI, of which Beckham said, "It's been so great to read all the comments from fans on my Facebook page, who always let me know exactly what they think" (LONDON TIMES, 8/15).

PROMOTING THE PARALYMPICS: BRAND REPUBLIC's Matthew Chapman reported Beckham will appear in an ad for U.K.-based supermarket chain Sainsbury's that will "push its Paralympic Games sponsorship." The spot focuses on British Paralympic athletes "as they prepare for London 2012 and aims to highlight the dedication, determination and desire of the athletes" (, 8/14).
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