So we’re a bit biased – we think anything David Beckham models, kicks or touches turns to gold. But the proof is in the pudding. His name and brand equaled retail gold for Emporio Armani. His collaboration with Armani underwear pretty much doubled their gross turnover – from 16 million euros/$22.7 million in 2007 (pre-Beckham) to 31 million euros/$43.9 million in 2008 (after the Beckham campaign). The soccer star turned businessman has teamed up with partner Simon Fuller (who also manages Victoria Beckham), to launch a line of branded men’s bodywear, (along with a new men’s fragrance, Homme by David Beckham, licensed by Coty Inc.). Beckham and his team have already begun designing the collection, testing the fit and fabrics and merchandise planning. And designing the logo, which features his name with a circular hole to reference a soccer ball or a lens.
There’s no date set as to when the bodywear collection will be launched, but you can bet that we’re anxiously anticipating those advertisements featuring David Beckham modeling David Beckham bodywear. So we can size it up for our men, of course.