Why Beckham’s Brand Longevity Now Includes Your Daily Wellness Routine: Welcome to IM8

David Beckham might just be the ultimate multitasker in the celebrity branding universe. Picture this: one hand casually clutching a Stella Artois, the other adjusting a Hugo Boss lapel, while flipping salmon in a Shark Ninja air fryer, before settling down with a shot of Daily Ultimate Longevity from IM8, his wellness brand. Beckham has perfected the art of dribbling his public image into endorsements, entrepreneurship, and lifestyle.

But here’s what I've been thinking: If Beckham truly wanted to dominate the health and wellness market, he’d rope in Victoria. After all, who better than Mrs Beckham to tackle the booming menopause supplement trend, à la Elle Macpherson’s WelleCo? That, dear CMOs, is what the Beckhams might call “hitting the sweet spot.”

Some Context into Beckham's Ventures

It’s a dazzling show of keepy uppies. Yet, what exact demographic is Beckham representing with this kaleidoscopic portfolio?

He embodies the modern aspirational consumer: someone who straddles the line between indulgence, style (Hugo Boss, Tudor Watches), and self-optimisation (IM8, Adidas). Beckham has built a persona that’s relatable enough for the everyday consumer yet polished enough to sell luxury.

And David Beckham’s empire extends far beyond the endorsements and partnerships that make headlines. Over the years, he’s demonstrated a sharp entrepreneurial instinct, crafting a business portfolio that reinforces his image as a modern icon and global brand. Each venture reflects his strategic vision, blending his passions with consumer trends.

1. DB Ventures: The Brand Backbone

At the heart of Beckham’s business empire lies DB Ventures, the firm managing his lucrative endorsements and brand collaborations. From life-long deals with Adidas to luxury campaigns with Tudor and Hugo Boss, this entity ensures all his partnerships align with his image of sophistication and performance.

2. Inter Miami CF: A Game-Changing Move

As co-owner of Inter Miami CF, Beckham turned his passion for football into a long-term investment. The MLS team is more than a sports venture—it represents Beckham’s commitment to shaping football’s future in North America. His involvement spans strategy, operations, and marketing, solidifying him as a business leader in the sporting world.

3. Haig Club: Reinventing Whisky

Beckham co-founded Haig Club, a whisky brand with Diageo, designed to modernise the spirit for a younger audience. Sleek packaging and accessible marketing make it a standout in an industry often perceived as traditional and elitist.

4. Guild Esports: Betting on Digital

In a nod to the future, Beckham co-owns Guild Esports, the London-based esports organisation. The venture taps into the rapidly growing world of competitive gaming, making him a cultural touchpoint for younger, tech-savvy audiences.

5. Lunaz Design: Green Luxury

Beckham’s investment in Lunaz Design, which specialises in converting classic cars to electric powertrains, reflects his eye for sustainability and innovation. The move aligns with his forward-thinking approach, appealing to eco-conscious consumers without sacrificing luxury.

6. Seven Global LLP: Expanding Beckham’s Reach

In partnership with Global Brands Group, Beckham launched Seven Global LLP, a consumer product-focused venture that develops apparel, accessories, and fragrances under his name. It ensures his influence extends into tangible lifestyle products for fans and consumers alike.

7. Salford City FC: A Return to Grassroots

Alongside his Manchester United teammates, Beckham invested in Salford City FC, holding a 10% stake. The move reflects his deep ties to football and his commitment to nurturing talent at all levels of the sport.

IM8: Beckham’s Play for Longevity—For Brands and Bodies

David Beckham’s IM8 is more than a health brand; it’s a testament to longevity in every sense—personal, physical, and professional. Just as Beckham’s career and cultural relevance have stood the test of time, IM8 positions itself as a wellness solution that promotes physical health while reflecting the enduring value of its founder.

Physical Longevity: From the Pitch to Daily Optimisation

Beckham’s transition from football legend to wellness advocate feels entirely natural. His career was built on endurance, discipline, and a peak physical condition that makes “longevity” more than a concept—it’s lived experience. IM8’s flagship products—Daily Ultimate Essentials and Daily Ultimate Longevity—capitalise on this narrative, offering consumers a path to emulate Beckham’s vitality:

• Daily Ultimate Essentials: A powdered supplement replacing 16 daily vitamins, targeting energy, immunity, and digestion. It reflects Beckham’s holistic wellness philosophy, ensuring optimal function across the board.
• Daily Ultimate Longevity: A capsule designed for cellular rejuvenation and healthy ageing, aimed at keeping users active and youthful in the long term.

IM8 vs AG1: The Wellness Face-Off

In a market dominated by juggernauts like Athletic Greens (AG1), IM8 boldly enters the fray. Let’s examine how it stacks up:

Where IM8 Stands Out

1. Science-Led Credibility:
   • AG1 boasts simplicity and a loyal influencer following.
   • IM8 raises the stakes with top-tier scientific backing from experts like Dr Dawn Mussallem from the Mayo Clinic. Collaborations with influencers such as Dr James Clinic and Fasting MD strengthen its credibility and reach.
2. Tailored Product Offerings:
   • AG1’s single powdered formula focuses on convenience.
   • IM8 adopts a more refined approach with separate flagship products addressing distinct health priorities, including cellular longevity.
3. Cutting-Edge Ingredients:
   • Both brands emphasise natural, nutrient-rich formulas, but IM8 goes further with advanced ingredients like CoQ10 (for heart health) and MSM (for joint support).

Where IM8 Could Win

IM8’s “secret sauce” is its Beckham DNA—a blend of elite performance and aspirational wellness. Paired with a campaign tapping into Beckham’s legacy of longevity, IM8 has the potential to outshine even well-established competitors.

The Double Play: Physical and Brand Longevity

Physical Longevity

IM8 isn’t just a wellness brand; it’s a lifestyle choice for individuals seeking to optimise their health. Its promise extends beyond living longer to living better. With its focus on energy, immunity, and cellular renewal, IM8 positions itself as the go-to solution for sustainable health.

But Beckham’s vision suggests there’s more to come. Imagine IM8 expanding into wellness technology—wearables or apps to monitor stress, recovery, and personalised nutrition. Think Whoop or Oura, but tailored to cellular health, a seamless blend of science and accessibility.

Brand Longevity

IM8’s partnerships with influencers like Dr James Clinic and Fasting MD demonstrate its ability to remain relevant in an evolving market. By aligning with trusted voices, the brand ensures it stays credible and visible in a crowded space.

Meanwhile, the potential to target new demographics—such as Gen Z (through tech-forward solutions) or women (with menopause supplements)—offers fertile ground for growth. Victoria Beckham’s involvement could add gravitas, making IM8 a true family brand.

What Demographic Is Beckham Speaking To?

Beckham’s partnerships converge on the modern aspirational consumer, characterised as:

• Age: 30–50, professionals balancing career ambition with personal wellness.
• Mindset: Seeking indulgence and optimisation in equal measure—Nespresso coffee pods and IM8 in the same shopping cart.
• Lifestyle: Active, health-conscious, and style-driven. Errands are done in Adidas trainers, and business meetings are attended in Hugo Boss.

This demographic isn’t just buying products; they’re buying into Beckham’s promise of balance—luxury without pretension, performance without rigidity.

Let’s not forget the kitchen appliance everyone seems to own; His partnership with Ninja revolves around their air fryer, but with a coffee machine in Ninja’s portfolio, one can’t help but wonder:

Is Beckham brewing his espresso in a Ninja or a Nespresso these days? Either way, the real question is whether his air-fried salmon ever gets a hit of Brooklyn’s Cloud 23 hot sauce.

What 2025 Could Bring for Beckham

The trajectory of Beckham’s brand suggests to me exciting potential developments in the coming years:

• IM8 Expansion:
  • Menopause supplements (with Victoria Beckham’s involvement).
  • Wellness tech—imagine a recovery device or personalised health tracker.
• Sustainability Leadership:
  • Broader engagement with eco-friendly ventures like Lunaz Design.
• Lifestyle Empire:
  • Beckham-branded functional homeware or skincare tying health, aesthetics, and sustainability together.

Beckham’s New Goal? Outlast Us All

David Beckham has mastered the art of longevity—on the pitch, in culture, and across countless brand deals. Tempur mattresses, Nespresso machines, IM8 supplements—his endorsements mostly feel seamless, proof of his ability to stay relevant without losing his identity.

But here’s the red flag for CMOs: over-saturation kills authenticity. Too many deals, no matter how strategic, risk turning a cultural icon into just another over-leveraged face. The lesson? Pick fewer, better alignments. Authenticity beats ubiquity, and versatility only works when tied to a cohesive story.

Beckham doesn’t just push products—he sells a lifestyle. For brands, it’s not about chasing celebrity clout; it’s about building relevance that lasts. After all, there’s only one Beckham—but his strategy? That's something we can all imitate.