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On 17 August 1996, 21-year-old David Beckham raised his hands to the sky, having just scored against Wimbledon from his own half. That
iconic image turned Beckham into a household name and kickstarted a relationship with image-making that would propel the footballer into the popular imagination and help redefine modern celebrity.

But behind the popular narrative is a deeper story: of how the footballer used his image to turn himself into a global brand – one that went far beyond the limits of his extraordinary footballing skills – and in so doing helped change attitudes to celebrity, masculinity and class.