david-beckham2David Beckham ventures with Global Brands Group to create David Beckham’s eponymous licensing program: a new lifestyle brand, covering the entire consumer categories from apparel, food, electronics to kidswear, marking the start of a celebrity-focused branding strategy at the Li & Fung consumer brands spin-off.

“This is a joint venture that will build brands and licence brands all around the world not just with David Beckham but other incredibly iconic stars,” chief executive Bruce Rockowitz said at a press conference.

Global Brand Group CEO Bruce Rockowitz called the David Beckham deal “a game-changer in sports and entertainment”, aimed to get its market space not in the high-luxury but more likely into the affordable luxury tier, like Calvin Klein and Michael Kors, already in GBG’s licensed brands portfolio.

The deal, an equal partnership between Global Brands Group and Beckham with own manager Simon Fuller, will parallel Beckham Brands, the family licensing company held by David and his wife Victoria, but other superstar will be joining in featuring the brand, according to the project presented.

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