It's hard to say. I mean--if I had all the money in the world, I would be bored stiff with this stuff. I well understand he has a big interest in selling stuff now, but he's also got a full time job with football. And let's face it, he has people doing the selling work for him anyway.
If I had to guess, the move into selling stuff all comes from Gisele, since that's her business anyway. I'm sure she's been managing that side for him and telling him how it's done in the retail/fashion world.
I would not be surprised to see him in a studio somewhere.