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Becks takes aim with free kick logo


March 3, 2004
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David Beckham's power as a marketing brand was confirmed on Wednesday when the England skipper unveiled his new logo. The softly-spoken athlete presented his trademark after signing a new deal with Adidas for a line of personalised merchandise.

Becks, who is just as famous for setting trends as scoring goals, will also be flexing his creative muscles by helping to design the shoes and clothes that are to bear the symbol. "The logo is totally me and something that people can relate to," said the footie ace. "The image of me taking a free kick is world renowned and instantly recognisable."

The value of the deal has been kept under wraps, though the Beckham brand is thought to be worth around £50 million, thanks to his various advertising contracts. The 28-year-old already appears in publicity campaigns for Pepsi, Police sunglasses, Vodafone, Castrol and Meiji chocolates.

Adidas, meanwhile, is confident that their relationship with the handsome midfielder will last long into the future. "In my opinion there is no doubt that David Beckham's first pair of football boots were Adidas and his last pair of football boots will be Adidas," said company boss Herbert Hainer. "We can work with him much longer than his playing career, but that's up to him."

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Photo: © Alphapress.com
The 28-year-old explains the image to journalists at the launch. Becks will also have a say in the design of the merchandise bearing the new identityPhoto: © PAy
Photo: © Alphapress.com
The logo reflects Becks' legendary deadly-accurate free kicks. Here he tests the Turkish squad's defences during the Euro 2004 qualifying roundsPhoto: © AFP

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