David Beckham H&M
by Brian Lipton
David Beckham H&M
David Beckham for H&M

Swedish retail giant H&M is offering fans and shoppers the chance to meet soccer superstar David Beckham, who stars in the company’s Modern Essentials campaign. The company’s new commercials, starring Beckham and comedian Kevin Hart, will launch on hm.com on September 26, and its autumn/winter 2016 Modern Essentials selected by David Beckham collection will be available in every H&M store that carries menswear, as well as online, beginning September 29.

“I loved shooting the first campaign with Kevin for H&M so much that we just had to do a sequel. This time we’ve pushed the story even further. I hope everyone likes it, we certainly enjoyed filming it,” said Beckham, while Hart added: “It’s great to have the opportunity once more to show the world what everyone really knows, that I am the true inspiration for David Beckham’s style. He copies everything from me.

The new campaign will be brought to life with an immersive shop-in-shop to be located inside H&M’s Fig At 7th location in Los Angeles. The first 150 people in line on September 26 will be given the opportunity to meet and greet with Beckham, while all other customers in line beyond those first 150 will equally be given the opportunity to meet Beckham through a golden ticket giveaway. The September 26 event, which begins at 4:30 p.m, will also include an exclusive premiere of the film, a special shopping experience, and interactive activities including a Modern Essentials photo booth and a Broadway stage for the meet and greet.

In addition, the retailer is holding a social media contest through Sunday, September 18 in which customers can submit photos inspired by Beckham style, using the hashtag #SelectedbyBeckham. Two winners and their guests will be flown in for the Los Angeles event and will meet Beckham.