It Starts with the Right Attitude

By J. David Green

Published: 2025, 422 pages

Client: David A. Beckerman

Born: 1942, in New Haven, CT

Industries: Licensed Sports Outerwear, Real Estate Development

David learned values from his parents that served him well in life. He shined shoes as a boy and later built an iconic brand professional athletes, coaches, musical artists, TV, and movie stars wore because his sports outerwear was cool. In this regard, he pioneered product placement in sport and created a category of sports licensing that drove billions of dollars for the National Football League, the National Basketball Association, and Major League Baseball.