Soccer-star (but honestly, does anyone in America know him as “That midfielder for the Galaxy?”) David Beckham is launching a bodywear collection, a men’s fragrance and “a number of other projects” which can only mean one thing: a lifestyle brand. Oh, and all of this is very funny, because Beckham doesn’t see himself as a brand. Reports WWD:

“It’s not my natural inclination to see myself as a brand, I’m just a person who has been fortunate to explore other interests and passions outside of the game I love,” said Beckham of his upcoming off-field ventures with Fuller. “I will always be associated with my sport but I am now working across other areas that will continue long after my career has finished.”

Pretty soon all of our inboxes will be full with BECKZ,a newsletter in which Beckham writes about all the precious commoner stuff he does, gives you advice on how to be a better commoner, and recommends $3000 soccer balls made of imported silk for your kids. Can’t wait.