Branding it like Beckham: how Jude Bellingham is future-proofing his fame

From Calvin Klein to British Vogue, the Real Madrid man is leading the way when it comes to football’s foray into fashion. But is he playing it safe?

This Sunday, Jude Bellingham will line up with his England teammates for a match against Spain. But the footballer has been hitting the headlines way beyond the pitch recently – thanks to fronting a Calvin Klein underwear ad released this month, and becoming the first-ever footballer to appear solo on the cover of British Vogue.

It’s a savvy move for the 23-year-old, future-proofing himself as a power player both on and off the pitch. This is a roadmap carved out by David Beckham, who since retiring in 2013 has become a brand and personality that transcends sport. Beckham – together with his wife, Victoria – became a billionaire this year.

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