Wednesday, June 27, 2007
Beckham's brand may struggle
A report from the Birkbeck Sport Business Centre at the University of London has said David Beckham's brand could struggle to make a breakthrough stateside.
The university conducted a survey which found that less than half of Americans know who David Beckham is and what he represents.
To those who are familiar with the Beckham brand, it was his wife Victoria, the former Spice Girl, who elicited the greatest response.
Beckham was identified by those who know of him as a trend-setting, stylish, metro-sexual, Englishman, but few identified him as a patriotic family man, something that has been a key part of his image at home in England.
Adidas will this week launch 'Futbol Meets Football' a campaign that will see Beckham swapping sports with NFL star Reggie Bush, the first of many campaigns to come this summer.
The university conducted a survey which found that less than half of Americans know who David Beckham is and what he represents.
To those who are familiar with the Beckham brand, it was his wife Victoria, the former Spice Girl, who elicited the greatest response.
Beckham was identified by those who know of him as a trend-setting, stylish, metro-sexual, Englishman, but few identified him as a patriotic family man, something that has been a key part of his image at home in England.
Adidas will this week launch 'Futbol Meets Football' a campaign that will see Beckham swapping sports with NFL star Reggie Bush, the first of many campaigns to come this summer.
