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Swaying palm trees, luxury cars, linen suits and great hair - at first glance it could be a scene from a new US reality show, were it not for the appearance of an instantly recognisable .
The former footballer has launched his new eyewear collection, a lavish range of seasonal sunglasses and prescription lenses, with a glossy new promotional video, shot on location in coastal Miami.
Beckham, 50, has once again collaborated with Italian eyewear specialists the Safilo Group on his latest venture, with the aim of .'
Shooting exclusively in south - home of his co-owned franchise, Inter Miami - the former Manchester United and England midfielder takes centre stage while modelling each design in a variety of sunny locations.
Sharing the promotional video with instagram followers on Wednesday, he wrote: 'Very proud of how this business has grown and the collections just get better and better.'
Beckham's association with stylish eyewear dates back to the 2000s and an early ambassadorial role with Police sunglasses.
David Beckham takes centre stage in a new promotional campaign for his latest, spring-summer DB Eyewear range
His own DB eyewear brand came to fruition in 2020, with Beckham and Safilo launching a debut collection of vintage inspired glasses with clear nods to the 1950s, '60s, '70s - and his own fashion designer wife, Victoria.
'I love glasses and have collected many over the years,' he said at the time. 'I went through my own archives - and my wife's (which she doesn't know about) - and also visited vintage shops so we could create this range.
'The way I've dressed over the years, I've always looked at people like Steve McQueen and Paul Newman, and they were very much part of the inspiration.'
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Beckham also revealed a more practical reason for launching his first, branded eyewear collection.
He added: 'I ride a lot of bikes and I always had a problem with finding glasses with the right type of lenses that were narrow enough to fit under the open-face helmet I wear.
'That's one of the styles we created - cit's ideal for anyone who rides a bike.'
Following his retirement from football, Beckham has established himself as a successful entrepreneur, working strategically and creatively with many of the world’s leading brands including adidas, AIA Vitality, Diageo, Coty, Tudor & Marina Bay Sands and Safilo.
He has put his name to various businesses during his career away from the pitch including clothing, fragrances, accessories, sunglasses, video games and more.
The former midfielder kicked off his endorsement deals with a £4million Brylcreem deal back in 1997 and has been adding to his partnerships ever since.
In 2024, he came under fire for a Ninja kitchen appliances ad where he appeared to use a wood-fired oven, worth £350 and primarily designed for outdoor use, inside, resulting in the brand being reported to the Advertising Standards Authority.
But the star hasn't let it slow him down as he has also appeared in a Christmas themed ad for Nespresso with a playful nod to his football career.
The former footballer has launched his new eyewear collection, a lavish range of seasonal sunglasses and prescription lenses, with a glossy new promotional video
Beckham has collaborated with Italian eyewear specialists the Safilo Group on his latest venture, with the aim of blending 'vintage-inspired British elegance with Italian craftsmanship'
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Beckham has also appeared in various adverts for Ninja's kitchen appliances. His deal with SharkNinja was announced in May 2024 and is understood to be worth £1million.
Also in 2024, Beckham appeared in his first BOSS campaign since signing a mega deal to be its global ambassador.
Speaking about his huge deal with fashion house BOSS, he said: 'Over the last few years, I've been wanting to invest more time in design and fashion, but wanted to ensure I collaborated with a brand and team that could deliver something truly global and impactful.
'I've really enjoyed the collaboration with BOSS so far and have been impressed by the team's ambition, creativity, and desire for excellence.
'I look forward to sharing what we've been working on so far, including the Fall/Winter 2024 campaign as the first step in our long-term partnership.'
Shooting exclusively in south Florida, the former Manchester United and England midfielder takes centre stage while modelling each design in a variety of sunny locations
The former footballer developed a passion for cooking while playing across continental Europe with Real Madrid, AC Milan and Paris Saint Germain.
Close family friend Eva Longoria previously called David 'a great cook' after he gave her tips on how to make a traditional shepherd's pie.
Beckham also serves as a goodwill ambassador for UNICEF - a role that earned him his knighthood in 2025 - and in 2015 he launched 7: The David Beckham Unicef Fund, his own arm of the charity.
He has also been the face of Haig Club scotch whisky for the last eleven years, advertising the alcoholic drink in a range of promotional campaigns.
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