David Beckham

Make the celebrity a co-founder, but build a brand that outlives them

When David Beckham, who had turned down supplement deals for 30 years, was weighing a partnership, Danny Yeung pitched him as a co-founder rather than a paid ambassador. In the same breath he insisted the brand had to stand on its own and not become another celebrity brand.

“And I told David from day one, hey, David, I know, you know, for the last 30 years there's been so many people wanting to do this category and you rejected. And I told David something that was surprising to him. I was like, David, if we do this together, you know, I don't want you just as ambassador. I want you as a co-founder. But this brand has to live beyond you. I don't want this to be another celebrity brand.”

Steal thisOffer the famous partner real co-founder equity and accountability, then design the product and brand so they still work if the celebrity steps away.