Brand Beckham's new venture

David Beckham may be rich and successful beyond the dreams of avarice, but not *quite* rich enough for his liking, as the canny footballer has just announced a collaboration with everyone's favourite high-street chain, H&M. Becks has put his name to something with the intriguing title of 'Bodywear'. We're picturing lycra.

Beckham told Vogue, 'Over the past year, I've been developing my Bodywear range with my team and I'm extremely positive about what we have designed and produced. The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward, I'm excited and looking forward to showcasing the range to H&M customers from February.'

Beckham's business partner Simon Fuller said, 'This partnership with H&M is an important step in the evolution of David's journey from sporting hero to entrepreneur and icon. H&M's enthusiasm and support for this venture, combined with their scale and reach, will continue to enhance the power of David's image around the world.'

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