H&M Debuts New David Beckham Campaign During Super Bowl

H&M, Hennes & Mauritz AB announced their triumphant return to the Super Bowl with a new
David Beckham Bodywear campaign. In anticipation of the cutting-edge commercial, David Beckham
will also make his first ever appearance at the new H&M Times Square store.

H&M will unveil a 30-second high-octane David Beckham TV spot featuring never-before-seen
technology from Delivery Agent that brings a new level of consumer engagement and measurement
to Super Bowl advertising. In an industry first, viewers with select Samsung Smart TVs will be able to
buy pieces from the new David Beckham Bodywear collection instantly during the Super Bowl
through the t-commerce platform.

H&M is the first retailer to launch a fully enabled t-commerce campaign that includes shopping from a
commercial, as well as launching an H&M t-commerce boutique in the ShopTV™ marketplace,
bringing pieces from the David Beckham Bodywear collection to consumers across the United States.
The innovative technology will be demonstrated by both Samsung and Delivery Agent at the
International CES show this week in Las Vegas.

"We're thrilled to be back in action at the Super Bowl, showcasing our new campaign," says Daniel
Kulle, President H&M North America. "We're bringing our A-game, the world's top style icon and the
best quality bodywear to the largest stage in the world."

The cutting edge David Beckham Bodywear commercial will air during the 2nd quarter of the big
game. The new collection marks the fifth season for H&M's David Beckham Bodywear line, with nine
styles designed in collaboration with the famed soccer player. The collection has quickly become a
staple for men worldwide since its 2012 debut.

The cutting edge David Beckham Bodywear commercial will air during the 2nd quarter of the big
game. The new collection marks the fifth season for H&M's David Beckham Bodywear line, with nine
styles designed in collaboration with the famed soccer player. The collection has quickly become a
staple for men worldwide since its 2012 debut.

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