Beckham collaborated with H&M on a line of underwear, which will be launched with a smoking clip of the international soccer superstar doing his best D’Angelo impersonation.
The retailer’s North American president Daniel Kulle stopped by the WSJ studios to talk about the partnership and the ad, saying the decision to launch during the big game is part of an effort to reach both men and women, particularly in time for Valentine’s.
A secondary goal — expansion in the U.S.
During the clip, Kulle also talks about the process behind choosing Beckham as a spokesperson for the brand. His qualifications went beyond abs and tattoos.