Brady defines the passion, pride and masculine spirit of the Stetson man, Coty says. "His allure extends off the football field, and he is widely known for his distinctive masculinity and irresistible character," notes Chief Executive Officer Bernd Beetz. TV spots will hit the air in September, with print ads in support of the campaign. Financial terms were not disclosed, but Coty has annual sales of just under $3 billion.