On Tuesday, Swedish football superstar Zlatan Ibrahimovic launched his own sportswear brand via Facebook Live which included a live Q&A with fans and journalists

Named A-Z, the sportswear brand is, according to Ibrahimovic himself, “his biggest project” with a long social media campaign culminating in the Paris launch which streamed to over 92,000 Facebook users simultaneously at it’s peak and registering almost a million total views.

The social media campaign received heavy attention with Ibrahimovic himself posting various photos, videos and trailers in the weeks prior to launch day. It seems to have been successful too with the brand attracting approximately 50,000 fans on Facebook in less than a month.

One day left. Stay tuned at Facebook or a-z.com #itsnotaboutthegear

A video posted by IAmZlatan (@iamzlatanibrahimovic) on Jun 6, 2016 at 1:33am PDT

As announced, the 45 minute show which streamed on Facebook featured Ibrahimovic answering questions from fans via Facebook and in the crowd as well a journalists present.

Asked about various aspects of the brand including fashion inspiration etc, his ambitions as a businessman as well as inevitable questions about his future in football, Ibrahimovic spoke passionately about spreading the brand and challenging the likes of Nike, Under Armour and Adidas.

In addition to the long social media campaign prior to the event and the questions lingering over Ibrahimovic’s football future, the success of the brand’s launch can definitely be attributed to Facebook Live with the production values of the launch mirroring that of a traditional television broadcast. The fact the platform also allows organic growth means that its a great tool to broadcast and spread exclusive content.