Armani signs Beckham to front underwear range

LONDON - Fashion brand Giorgio Armani has signed up international football star David Beckham as the global ambassador for its Emporio underwear collection.

Armani signs Beckham to front underwear range

The multimillion-pound deal is the first formal clothing contract for Beckham, who has a global long-term sponsorship deal with sports brand Adidas. The three-year royalty-based agreement means the footballer receives a share of product sales on top of his annual sponsorship income.

Beckham, who left Real Madrid in July to join Los Angeles Galaxy in an estimated £125m deal over five years, will head the brand's global expansion plans. The first ad campaign to feature the star will launch next January across press and outdoor.

The deal was brokered by Simon Fuller's entertainment company, 19 Entertainment, which took on representation of David and Victoria Beckham in 2003.

In July, Beckham turned down Gillette's offer of a renewed £3m contract. He has also represented Vodafone and Police.

The star's earnings from endorsements fell by 28% for the second year running, to £11.1m last year, according to accounts filed at Companies House.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published