In a new Canadian marketing campaign, clothing chain H&M will be placing statues of larger-than-life soccer star David Beckham outside of various stores in cities across the country.
The statues will be seen outside of Pacific Centre in Vancouver, the Eaton Centre in Toronto, and inside the Montreal H&M at Peel and Sainte-Catherine Street until September 23rd.
The company tried a similar stint last year in New York, Los Angeles and San Francisco, where the towering Beckham is wearing nothing but his underwear (part of a collection he is promoting through H&M). “I’m very happy that so far people seem to like it and the first season was incredibly successful. The challenge is to keep it going and establish a brand that will last many years. That is my ambition,” he wrote in an email (as reported by The Canadian Press).
This first collection from Beckham introduced nine underwear styles for men, which were designed by his in-house team and sold exclusively at H&M. The focus is on fit, function, comfort and design, avoiding overt branding to present a range of new classics, comprising of briefs, boxers, vests, T-shirts, pyjamas and long johns. “The David Beckham Bodywear Collection for H&M is full of pieces that men will love. It’s an amazing debut collection, with so much attention paid to the function and quality of the garments. David Beckham is one of the most respected men in the world today, and I can’t wait to see how the range will grow and evolve in the seasons ahead.” Ann-Sofie Johansson, H&M’s Head of Design, said at its launch (on their official website).
There will be new products added to Beckham's Bodywear collection at H&M coming out in stores this fall.