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Logo brands it like Becks.

DAVID Beckham unveiled his own logo yesterday inspired by his trademark free kicks.

The tag is part of a lucrative sponsorship deal that ties the England and Real Madrid star already worth pounds 50million to sports giant Adidas until 2008.

Becks, 28, said: 'This logo is totally me and something that people can relate to. I am proud to have worked with Adidas to develop it.'

Eric Vellozzi, who designed the logo, said: 'A David Beckham free kick is one of the most recognisable images in world sport, even before he kicks the ball, due to the angle of his body upon impact.

'This new logo is designed to signify just that and be instantly recognizable for years to come.'

Brand expert David Hogan said: 'The number of sports personalities who can benefit from a logo is restricted.

'They have to become really, really big and go outside of their sport to become a huge global brand.

'You could say that the Stan Collymore range in football boots won't be selling well at the moment.

'Becks is different a global icon on the football pitch and in the fashion world.'

Becks joins the ranks of sporting greats like Michael Jordan and Tiger Woods in the logo stakes.

He will become the face of Adidas in the global market, in the same way as Jordan and Woods were the faces of Nike.

Apart from Adidas, Beckham's biggest backers have been Marks & Spencer. They paid him pounds 3million to advertise a clothing range for boys.


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Publication:Daily Record (Glasgow, Scotland)
Date:Mar 4, 2004
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