In parallel, Beckham's handlers at 19 Entertainment succeeded in putting together an unprecedented US media rollout designed to expand his carefully crafted personal brand in America. He made the cover of "Sports Illustrated", a few weeks earlier Adidas launched the extensive 13-part ad campaign "Fútbol meets Football" starring Beckham and NFL running back Reggie Bush, and "W" magazine published a racy photo spread featuring David and wife Victoria photographed by Steven Klein. Meanwhile, ESPN sports network was running a promotional campaign and it also agreed to air "David Beckham: New Beginnings" documentary produced by 19 Entertainment before the friendly match versus Chelsea, which was expected to be Beckham's American debut. In addition to popularising soccer, Beckham's arrival was used as platform for entertainment industry endeavours. Since both Beckham's and his wife's often overlapping careers were handled by 19 Entertainment, which is owned by Simon Fuller, who in turn has a business relationship with the Creative Artists Agency (CAA), one of Hollywood's most powerful talent agencies, it was important also for CAA that the Beckhams made as big an impact as possible upon their arrival in the United States. On 16 July, CAA had hosted a welcoming bash for David at its new eight-storey, $400 million headquarters in Century City with CAA employees reportedly instructed beforehand to line the staircase and clap for Beckham upon his arrival. That night Victoria's reality show prime-time special "" aired on NBC, drawing negative reviews in the press and poor viewership ratings.