(Filed Under Licensing News). Celebrity athlete David Beckham will produce and exclusively sell his men’s underwear and bodywear line through international retailer H&M.
The long-term partnership will see Beckham’s line, DAVID BECKHAM Bodywear, launched in approximately 1,800 H&M stores in 40 countries. New products for the line will be available seasonally, with the first collection arriving in stores Feb. 2, 2012, in time for Valentine’s Day shopping.
"Over the past year, I’ve been developing my bodywear range with my team and I’m extremely positive about what we have designed and produced," stated Beckham. "The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M, we have found the perfect partner to collaborate with."
Beckham, who is no stranger to celebrity endorsements for brands ranging from Diet Pepsi to Emporio Armani, is focused on building his own name brands. He will be releasing a third fragrance, David Beckham Homme, this September. H&M has previously released lines from a number of celebrities and fashion designers, including Donatella Versace, Karl Lagerfeld and Madonna.
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