David Beckham's H&M underwear campaign immortalized in statue form
David Beckham has gotten a lot of attention for his H&M body wear line, but now the fashion retailer has taken it a step further, immortalizing the British soccer star in statues.
The silver statues, which are on display around New York City, Los Angeles and San Francisco, are ten feet tall versions of Beckham, wearing boxer briefs.
As part of the ad campaign, shoppers have the chance to win a $1,000 H&M shopping spree if they upload a photo of themselves with the statue on Instagram, using the hash tag #HMBeckham. Runners up will win a one-foot-tall version of the Beckham statue.
There are six such statues in New York City, two in Los Angeles and one in San Francisco. They will be on display until August 31.
H&M also recently released a new series of photos which can be seen here, to promote Beckham's collection.
Beckham debuted his collection in a commercial which aired during the second quarter of the Super Bowl game between the New York Giants and the New England Patriots on February 5. In a teaser for the ad, the soccer player is shown posing in boxer briefs to the Animals' 1965 song, "Don't Let Me Be Misunderstood."
"Over the past year, I've been developing my body wear range with my team and I'm extremely positive about what we have designed and produced," Beckham said in a statement when the line was first announced back in July 2011. "The final piece in the jigsaw was a retail partner who has the vision and capability to distribute these products globally. In H&M we have found the perfect partner to collaborate with going forward, I'm excited and looking forward to showcasing the range to H&M customers from February."
Boxer briefs sell for $12.95 to $14.95 and tank tops sell for $14.95. The priciest items are pajama bottoms, long johns and Henley T-shirts, which retail for $29.95.
The soccer star and his wife, former Spice Girl Victoria Beckham, welcomed their fourth child -- and first girl -- Harper Seven Beckham, on July 10, 2011.
Beckham brought his family to Los Angeles when he was transferred to the LA Galaxy soccer team. The pair has three sons, 11-year-old Brooklyn, 8-year-old Romeo and 6-year-old Cruz. The two married on July 4, 1999 in Ireland four months after welcoming their first son Brooklyn.
Beckham joins a string of celebrities who have designed clothing for H&M -- short for Hennes and Mauritz. Madonna and Kylie Minogue have both designed for the fashion retailer.