His own logo, of course, capturing Becks as he runs up to take one of his famous free kicks with his arm outstretched.
The design itself is the epitome of what great logos are all about. It's simple, powerful and instantly recognisable. Its success is in the moment that it captures, using just a few strokes. To take a human being and turn them into an unmistakable icon is a great achievement.
In the same way that in the late-80s and early-90s Michael Jordan's Jumpman logo and number 23 vest became synonymous with the Nike brand, Adidas hope the Beckham logo will have as powerful an effect.
Beckham even wears the 23 shirt for his club side Real Madrid, though not for England.
Beckham's logo could perhaps have done more for the brand had the famous three stripes of Adidas been incorporated into it.
So will it take Beckham and Adidas to the Jordan and Nike-inspired levels they so obviously yearn for? I suspect that if sales are a measure of success, it will hit its mark. But the question is this: is Adidas selling Beckham or is Beckham selling Adidas?
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