Vend it Like Beckham

If there is one player who has blurred the line between being a player and being a commodity, it is David Beckham. He is a poster for soccer, but also a billboard for advertisers to hang their products off of. He was a good player (we’ll talk in past tense as his languishing in MLS is really a form of easing into retirement), but never that amazing superstar that was clearly the best player of his time. Yet he turned his ability to take a wicked free kick into a marketer’s dream. I mean he had a movie named after him where he only had a cameo.

Even more amazingly, he has maintained that marketing allure long after his most productive on-field days are behind him. His move to North America served as a marketing tool both to attract MLS fans (how many LA Galaxy jerseys had you seen before he signed?), but also worked to market the league to aging European stars as a place to play out their golden years without the hassle of being  recognized everywhere they went.

Beyond the soccer though, he has always been a mannequin to put new hairstyles, clothes, and men’s care products on. He is synonymous with metrosexuality, and that will be his career once he finally hangs up his cleats. Now he literally is a mannequin – or at least represented in a larger than life statue that has adorned H&M stores around North America (and dare I say worldwide?). We first met silver Becks while on vacation in New York in August, I read that he would be promoting his new line of clothing with these statues at H&M’s midtown Manhattan stores, so since we were in town…

I love the pose, the picture of him in the background smoldering, and the idea that this is all to sell some undies. So I though of course New York would get these statues, but not little old Canada. Oh how wrong I was…

Silver Beck’s Canadian Tour

So now the global brand is hawking his (under)wears in Canada, or at least the larger than life silver version of him is.

P.S. – I will give him credit for some comfortable underwear.