Soccer might be David Beckham’s game, but when H&M makes its foray into American television advertising, the fast fashion retailer is heading to the Super Bowl.  H&M is planning to show its first North American on-air spot, featuring David Beckham Bodywear, during the game’s second quarter.

H&M’s underwear-focused collaboration with Beckham is set to launch on February 2nd (purposefully almost coinciding with Valentine’s Day).  The Super Bowl is February 5th.  H&M’s go-big-or-go-home approach to initiating its television ads here will probably be a successful way to market the new line to men (who, as we keep hearing, are the fashion industry’s new favorite focus).  As Steve Lubomski, the Director of Marketing for H&M North America, points out, the game is “the biggest stage in the world to unveil our ad campaign.”  So, if the Swedish retailer’s spot goes off successfully, will we see men’s fashion advertising significantly increase during, of all things, major sporting events?