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H&M is gearing up to launch another David Beckham Bodywear collection, and they aren't afraid to use the timeliness of the Super Bowl as a vehicle for the launch, despite Beckham's sport differing from this sporting event (but you know, sports). A major ad is planned for the big event, and the retailer has filmed two versions—#Covered and #Uncovered—which can be voted on by the public at HM.com.
Meanwhile, the tech-happy, sometimes buggy Times Square store will be "transformed into a Fashion Meets Football destination" inspired by the ad, beginning January 27th. There will be a Jumbotron tallying votes for the Covered vs. Uncovered ad, an AstroTurf lounge, and a Digital Field Goal where you can control an avatar to kick a soccer ball or a football. Plus, the Virtual Runway will be "game-day ready with fun props including helmets, trophy, foam hands, and footballs."
In H&M blowout celebration tradition, there will be giveaways, too. Scratch off tickets revealing H&M prizes will be given out at the Digital Field Goal, and you can enter to win their "Ultimate Big Game Giveaway" which includes two Super Bowl tickets and the opportunity to meet Becks himself. Even if you don't win, you can still meet Mr. Beckham if you're one of the first 200 people in line at the store on February 1st.
· H&M's Tech-y Times Square Store Has Some Bugs [Racked NY]
· Here's What a 10-Foot Tall Statue of David Beckham Looks Like [Racked NY]
· Behold: David Beckham's Underwear in the H&M Windows [Racked NY]