The Power of the Celebrity

I love soccer. And I love Victoria Beckham. So it's no surprise that I was so excited to find out that David Beckham has been in the news yet again. But not for what you may think.

You see, David loves Legos. And so do I. Those clever building blocks from Denmark are so fun to play with, to build your imagination, and increase your hand-eye-coordination.

From CNN -

At $300, Lego's Taj Mahal model replica is considered the biggest and one of the most advanced models developed by Lego Group to date. Lego Taj Mahal model comprises 5,922 pieces. This model, targeted to the advanced Lego builder, is only available for purchase via Legos online store, which is where international football sensation David Beckham picked up his.
In a recent live webchat with fans, Beckham expressed his love for the building blocks saying, if I was not a footballer I would love to be a Lego model builder. Why is this important you ask?
Well, following Beckham's statements expressing his love for the tiny toys and admission that during a recent stay in Italy he occupied his time by building Legos exclusive replica of the Taj Mahal, sales of this particular model rose a whopping 663 percent in one day, said Emma Owen, the spokeswoman for Lego UK. "As a fan of the product, David Beckham and his family have been invited to tour the Lego headquarters in Billund, Denmark, and contribute new ideas to the Lego Group," Owen said. The Beckhams have not yet responded.

And you thought he was only powerful on the soccer pitch!

Soccer Stars turned Male Models 2.0

Cristiano Ronaldo must be wearing David Beckham's shoes. First the Portuguese soccer star ended his successful run at Manchester United (like Beckham) and signed an incredibly lucrative contract with Real Madrid (like Beckham).

The other day I posted an entry regarding Dolce & Gabbana's new Calcio Underwear collection and the fact that it's modeled by some of the best Italian National team players. One of my friends commented how the campaign would be even better if it contained Portugal's Cristiano Ronaldo.

My response: Giorgio Armani already had that thought. Starting with Spring/Summer 2010 collections, Maestro Armani featured Cristiano in his Emporio Armani underwear campaign and in his Armani Jeans advertisements (like Beckham).

Apparently the campaign was successful, as the Portuguese footballer will be featured in the Autumn/Winter 2010-2011 underwear promotions. Ronaldo obviously beefed up for the shoot, which took place in Madrid. Famous photographers Mert Alas and Marcus Piggot were the creative talent behind the lens.

Look for the campaign on high profile billboards in select majour cities (New York, London, Tokyo, etc) beginning July.

No matter which Beckham move Ronaldo takes next, I'm sure it'll be done with style and class.

Stylish Sports

Fashion rocks. Plain and simple, the fashion industry and the music industry often parallel and compliment each other. There are up-and-coming musicians and designers, who either get their big break by starting out with an established star, or they begin with humble roots and slowly build a loyal fan/client base. There are the loud, in your face, attention commanders, and there are the quiet, predictable players.

But fashion and sports also share a love affair. My friends at MO Luxury recently wrote about Louis Vuitton's campaign featuring 3 legendary soccer stars. In short, Ms. O'Rourke and Co. applaud the French Fashion house, highlighting the great opportunity of continuing the brand's global awareness, dominance, and value.

I can only intensify this thought for all of sports with fashion. We all know American master Ralph Lauren has highlighted the success and synergy between the two segments. Mr. Lauren has built an athletic quality into all of his designs, including making the face of his namesake Argentine polo player Nacho Figueras. Additionally, the brand is the official sponsor of tennis's Wimbledon, has sponsored several professional American golfers, the US Open, and been the official supplier of the US Olympic teams.


Italian maestro Giorgio Armani has also played the athletic game by incorporating David Beckham and Cristiano Ronaldo into global underwear campaigns. And Calvin Klein scored huge gains with his X Mark Your Spot campaign with the assistance of Spanish tennis star Fernando Verdasco.

Maybe it's the celebrity factor. Or the typically sculpted physique. Or the fact that incredibly skilled, famous athletes usually garner copious salaries and support luxe lifestyles. Or that the idols often are symbols to their vast fan bases and represent everything they long to be and have for themselves. Or the fact that on an essential level, celebrity athletes are undeniably talented and raw, just as the best fashion designers possess undeniable talent.

Celebrity athletic endorsements come with a price, however. Even though basketball star Kobe Bryant was never convicted of rape charges a few years ago, Nutella pulled their sponsorship and quickly ended Bryant's worldwide product endorsement. And golfing legend Tiger Woods lost several million dollars in corporate sponsorships after his relationship struggles with his wife became so very public.

Regardless, fashion and sports have a powerful love affair that translates to increased profits, greater brand awareness, and more positive market share. And when fashion wins, we all win.