Hong Kong-based Global Brands, which manages over 350 brands, including Coach, Calvin Klein, Under Armour, Dockers, and Tommy Hilfiger, has formed a partnership with David Beckham and American Idol creator Simon Fuller to develop and distribute David Beckham-branded merchandise globally.
Fuller and Beckham will own 50 percent of the venture and Global Brands, a subsidiary of Li & Fung Ltd., will own the other half, reports Bloomberg.
“The reason why we’ve done it together is to take it global so it will be all over the world; it will be Asia, Europe, the U.S.,” Global Brands CEO Bruce Rockowitz said.
This is not the first time that Beckham has leveraged his status as an international soccer superstar to market brands internationally. Last year, Las Vegas Sands Corp. hired Beckham to promote its casinos in Asia. Recently, international spirits company Diageo enlisted him as the face of its ad campaign for a new scotch.
Earlier this year, Jaguar Land Rover named Beckham as its brand ambassador to China. His first campaign featured him in ads for the F-type Coupe with famed fashion photographer and filmmaker Peter Lindbergh shooting the photographs for the campaign. He will also be featured in campaigns for the XF and XJ models.
At the press conference at the Ritz-Carlton in Kowloon, which was attended by the Global Brands CEO along with Fuller and Beckham, the new partners didn’t reveal many details other than that the partnership would include the development of products across the whole spectrum of consumer goods, including all apparel, kid’s wear, electronics, and food with products not all in the luxury sphere, according to Women’s Wear Daily.
“It’s a very encompassing partnership around David as well as some other iconic superstars that we’re bringing in,” Rockowitz said. He added, “We won’t be building just one brand. Creating a sportswear or underwear line with David would be great but we want to do more.”
Beckham has already collaborated with fashion brands before, including a swimwear and body wear line with H&M, a men’s fragrance for Coty Inc., and apparel lines with Adidas. He also designed a 10-piece motorcycle wear collection for Belstaff.
“Over my career I’ve also been involved, really intensely, with the creative side of things, whether it’s pictures or the brand. But now I’m really involved and myself, Bruce, Simon Dow [Famulak, president of LF USA], we’ll be making decisions who comes on to this venture with us. This is not just about myself,” Beckham said.
Global Brands has already worked with other celebrities to create branded fashion lines, including Jennifer Lopez, Rachel Zoe, and Sean John.
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