Swaying palm trees, luxury cars, linen suits, and impeccable hair create a scene reminiscent of a glamorous US reality show, but it is unmistakably dominated by the iconic presence of David Beckham. The former football star has officially launched his new eyewear collection, an opulent range of seasonal sunglasses and prescription lenses, accompanied by a glossy promotional video filmed on location in coastal Miami.
Vintage Elegance Meets Modern Craftsmanship
Beckham, aged 50, has once again partnered with Italian eyewear specialists, the Safilo Group, for this latest venture. The collaboration aims to seamlessly blend vintage-inspired British elegance with modern Italian craftsmanship, resulting in a sophisticated collection that pays homage to classic styles.
Exclusive Miami Shoot
The promotional video was shot exclusively in south Florida, the home of Beckham's co-owned MLS franchise, Inter Miami. In the footage, the former Manchester United and England midfielder takes centre stage, modelling each design across a variety of sun-drenched locations. Sharing the video with his Instagram followers on Wednesday, Beckham expressed his pride, writing, 'Very proud of how this business has grown and the collections just get better and better.'
A Longstanding Passion for Eyewear
Beckham's association with stylish eyewear dates back to the 2000s, beginning with an early ambassadorial role for Police sunglasses. His own DB eyewear brand was established in 2020, launching a debut collection inspired by the 1950s, '60s, and '70s, with subtle nods to his fashion designer wife, Victoria.
'I love glasses and have collected many over the years,' Beckham remarked at the time. 'I went through my own archives - and my wife's (which she doesn't know about) - and also visited vintage shops so we could create this range. The way I've dressed over the years, I've always looked at people like Steve McQueen and Paul Newman, and they were very much part of the inspiration.'
Practical Design for Everyday Life
Beckham also revealed a practical motivation behind launching his branded eyewear collection. He explained, 'I ride a lot of bikes and I always had a problem with finding glasses with the right type of lenses that were narrow enough to fit under the open-face helmet I wear. That's one of the styles we created - it's ideal for anyone who rides a bike.'
From Football to Entrepreneurship
Following his retirement from football, Beckham has successfully transitioned into entrepreneurship, working strategically and creatively with numerous leading global brands, including adidas, AIA Vitality, Diageo, Coty, Tudor, Marina Bay Sands, and Safilo. His endorsement deals began with a £4 million Brylcreem contract in 1997 and have expanded to include clothing, fragrances, accessories, sunglasses, video games, and more.
Recent Campaigns and Controversies
In 2024, Beckham faced criticism for a Ninja kitchen appliances advertisement where he appeared to use a wood-fired oven, designed for outdoor use, indoors. This led to the brand being reported to the Advertising Standards Authority. Despite this, Beckham continued his promotional activities, starring in a Christmas-themed ad for Nespresso with a playful nod to his football career.
His deal with SharkNinja, announced in May 2024, is understood to be worth £1 million. Additionally, Beckham appeared in his first BOSS campaign after signing a significant deal to become its global ambassador. Speaking about the partnership, he said, 'Over the last few years, I've been wanting to invest more time in design and fashion, but wanted to ensure I collaborated with a brand and team that could deliver something truly global and impactful.'
Beyond Fashion: Culinary and Philanthropic Pursuits
The former footballer developed a passion for cooking while playing for clubs like Real Madrid, AC Milan, and Paris Saint-Germain across continental Europe. Close family friend Eva Longoria has praised David as 'a great cook' after he shared tips on making a traditional shepherd's pie.
Beckham also serves as a goodwill ambassador for UNICEF, a role that contributed to his knighthood in 2025. In 2015, he launched 7: The David Beckham Unicef Fund, his own charitable arm. Furthermore, he has been the face of Haig Club scotch whisky for over a decade, featuring in various promotional campaigns for the alcoholic beverage.
