Earlier this week, LVMH-backed Birkenstock set its IPO price at $46 per share. The stock fell 12.6 percent on NYSE debut, to USD 40.20, still valuing the 249-year-old company at USD 7.5 billion.
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BBC News
By Jonty Bloom
image copyrightGetty Images
image captionThe late Steve McQueen, who gave a memorable performance in the movie The Great Escape, has gone on to advertise a great many things posthumously, since his death in 1980
Product placement is big business for movies and TV series alike, and items can now be added digitally to films and programmes both new and old.
Fans of classic war flicks will know the scene - actor Steve McQueen revs his motorcycle furiously as he is chased by German soldiers.
Hoping to use the bike to jump over a barbed wire border fence, and reach safety in Switzerland, he pauses to gather his thoughts by a barn.