England football hero David Beckham has tapped a Hong Kong lifestyle company to push his brand around the world.
Beckham formed a joint venture with Global Brands Group Holding Ltd. (00787.HK), a brand management unit of Li & Fung Ltd. (00494.HK), to sell lifestyle products under his label, the Hong Kong Economic Journal reported Thursday.
The joint venture plans to collaborate with other celebrities and brand owners.
Other details of the deal, including the investment amount, were not disclosed.
Beckham and American Idol producer Simon Fuller control a combined 50 percent of the joint venture.
Bruce Rockowitz, chief executive and vice chairman of Global Brands, said Beckham has become the company’s biggest partner in promoting some of the world’s biggest lifestyle brands.
The Beckham label will include a wide range of products from sportswear to men’s clothing but will not have a luxury segment.
Beckham said Global Brands’ worldwide reach is an asset for his brand, which has reportedly earned him 7.5 million pounds (US$117,689) in dividends.
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