Hong Kong based Global Brands Group has hired Jason Weisenfeld to lead the growth of its recently-announced joint venture set up to launch the David Beckham brand.

Seven Global, the joint venture agreed with Beckham and Simon Fuller in December, is developing the Beckham brand globally in multiple consumer product categories.

As president, Weisenfeld will oversee this growth, as well as expanding the joint venture’s interests by creating large scale global brands in partnership with a number of other high profile iconic sports and entertainment stars and rights holders.

Weisenfeld has more than 25 years of expertise in building luxury and lifestyle brands including Coach, Net-a-Porter and Versace, as well as being a key member of the original team that launched the Victoria Beckham label.

Weisenfeld has a long-standing relationship with the Beckhams, and has worked closely with David on several fashion related initiatives.

"We are very pleased to have Jason lead this exciting venture, as he brings a proven track record in building world-class brands, from launching new businesses, to advising prestigious brands and fashion industry icons on their development," said Bruce Rockowitz, CEO and vice chairman of Global Brands Group Holding Limited.

Global Brands was spun off by sourcing giant Li & Fung last year as a separate publicly-listed business.