Ibra-immagineMove over Beckham!Like the English football player, now heading to the fashion stardom with his own brand, Zlatan Ibrahimovic is also taking the field in fashion branding.

The Swedish football star has just signed a joint venture deal with Dressman, the Norwegian clothing chain renowned for its democratic price positioning. The objective is to develop a sportswear brand.

‘We are incredibly proud to have formed a link with one of the world’s greatest sports personalities. His performance on the football field speaks for itself and we have great respect for his commitment and values”, states Petter Varner, managing director Dressmann.
‘For me it feels great to start a company with Dressmann. The company culture and their winning mentality suit me perfectly. Dressmann is a brand for the people and that made the choice of a partner easy for me”, declared Zlatan.

One may think that Ibrahimovic is better known for his footballing skills and his arrogant attitude than his sense of fashion. In fact, differently from the Beckham brand which will be near the likes of Calvin Klein and Michael Kors, the lower tier local retailer strategy seems quite appropriate for Ibrahimovic. The swedish branding professionals Niklas Turner Olovzon commented that, thanks to its lower price points, “Dressman targets the male audience among the Swedes, and Zlatan is an extremely strong messenger for them,” he said.