David Beckham to front EA Sports fitness range

EA Sports has revealed David Beckham as the brand ambassador for its forthcoming range of fitness products, Active 2.

Beckham will feature in advertising material for the range across Europe and Australia. He will also act as a sports advisor to the EA Sports Active team.

The footballer was controversially dropped from the England squad last week by manager Fabio Capello.

EA Sports Active 2 is a range of interactive fitness gaming products that features a “Total Body Tracking” system that combines a heart rate monitor and motion tracking data accurately tracking and measure fitness results.

Users can also customise workout schedules. It will be available on Xbox 360, PlayStation3, Wii, iPhone and iPod touch in Europe and Australia from 19 November.

EA Sports has also developed and online hub for the fitness scheme so that users can build up a profile of their goals and achievements.

Jens Uwe Intat, EA Sports senior vice president of European publishing, says: “David has always worked hard to stay in excellent shape and has inspired people around the world to make fitness a priority. We’re excited about this collaboration with David as the high value he places on fitness makes him a perfect fit for EA Sports Active 2. We are looking forward to working with him to motivate people everywhere to get active.”

Beckham is also an ambassador for Adidas and featured in its latest advertising around the World Cup and was announced as the first global brand ambassador for Yahoo! in June.


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