Soccer star David Beckham recently signed a worldwide licensing joint venture with Global Brands Group Holdings Limited to create a lifestyle brand, marking the start of a celebrity-focused branding strategy. Global Brands is an equal partner with David Beckham and his manager and agent Simon Fuller.
According to chief executive Bruce Rockowitz, the Li& Fung Consumer brands spin-off is a joint venture that will build and license brands all around the world, not just with David Beckham but other “incredibly iconic stars”.
Fuller also stated that “there will be other superstars joining”. The connection between Fuller and the Beckham’s is long standing and he is responsible for masterminding the Beckham’s fashion and commercial activities including their perfume range, which has built up a retail value in excess of $200 million. He managed the Spice Girls as well as a wide range of Britain’s biggest entertainment acts. However he is best known for being the creator of the “idol franchise”.
The aim is to have products that are affordable such as Global Brands’ other licenses, Micheal Kors and Calvin Klein rather than truly high end luxury brands.
In Rockowitz opinion the deal is “a game changer in sports and entertainment” he added “We don’t just want to build one brand, a sportswear brand or an underwear brand… we want to do a lot that’s very scaleable and we want to deal with multiple people’
The deal will cover the entire consumer space from apparel, food, and electronics to children’s wear.
Global Brands has expertise in the children’s wear market and Beckham did not rule out the future involvement of his wife Victoria or the children.
So don’t be surprised if the company decides to utilize the profile and advertising power of Beckham’s children, such as his 12 year-old son Romeo, who has appeared in advertisements for Burberry.
David Beckham OBE is certainly not resting on his laurels after retiring from football. The former England Captain is working hard to ensure his Miami business group can take a major league Soccer Franchise to Miami.
Global Brands Group Holdings Ltd (787) can be traded on the Hang Send Index.
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