How David Beckham’s undies gave rise to a start-up, then saw it go limp
Its first trial of ‘television commerce’ in 2014 fell flat, triggering litigation that is only due to go to trial this year
13 February 2022 - 16:18
On February 2 2014 Mike Fitzsimmons, the CEO and founder of a US “television commerce” start-up called Delivery Agent, was at MetLife Stadium in East Rutherford, New Jersey, taking in the Super Bowl and tensely emailing colleagues. Fitzsimmons, unlike the 112-million people watching on television, wasn’t able to see the game’s lavishly produced advertisements, but one was very much on his mind. It was for a new men’s underwear collection from Swedish retailer H&M, designed by just-retired English soccer star David Beckham...
Would you like to comment on this article?
Sign up (it's quick and free) or sign in now.
Please read our Comment Policy before commenting.
There’s never been a more important time to support independent media.
From World War 1 to present-day cosmopolitan South Africa and beyond, the Sunday Times has been a pillar in covering the stories that matter to you.
For just R80 you can become a premium member (digital access) and support a publication that has played an important political and social role in South Africa for over a century of Sundays. You can cancel anytime.
Already subscribed? Sign in below.
Questions or problems? Email helpdesk@timeslive.co.za or call 0860 52 52 00.