Emma Grede

Yeah, there has to be an element of self-preservation at some point, because otherwise you're just looking for problems.

Yeah, absolutely.

Yeah, damn right.

How do you even decide what remains personal and what is going to kind of become part of the broader brand Beckham?

I actually remember that deal.

Right?

I 100% remember that endorsement.

I mean, first of all, the whole country was obsessed with David's hair.

So it was a genius deal.

But that is what I remember.

Adidas and Brawl Cream.

Yeah.

Every boy in that, every school had Brawl Cream as a result, by the way.

It's a great, great investment for them.

No, she does not.

First of all, that's her mum right there.

No, she, how proud do you, how proud can you possibly be?

I mean, it's pretty amazing to think about the idea that you weren't like really trying to conceive of a brand Beckham.

Because when I think about the best, and I do think about it like this, like talent led brands, because that's very much the industry I'm in.

Brand Beckham is like,