King Feature is expanding Popeye’s presence in the performance sportswear space with a new line of Popeye, Olive Oyl and Bluto branded biking gear for men and women.
Following what it has billed as a successful exhibition at Brand Licensing Europe 2018 last week, King Features has secured a new partnership with Bird Sport Industries to launch Taymory’s Popeye on the Road cycling gear.
The deal was brokered by King Features’ European agent Biplano.
“We are excited to expand our partnership with taymory, a leader in technical sports clothing design, as they inspire fans to be active with this latest collection of highly fashionable athletic apparel,” said Carla Silva, VP and GM, global head of licensing for King Features.
“Today’s triathlete can now swim, bike and run in Popeye branded athletic gear that will help them stay strong to the finish line.”
An extension of Taymory’s Popeye swimwear line, the Popeye on the Road collection includes cycling jerseys and sports socks for biking and running. The release marks the first time that Taymory Popeye apparel is available to athletes in the US and Europe.
The partnership is the latest development in King Features’ wider Popeye 90th anniversary line up for 2019. Next year, WildBrain and King Features are debuting the first new Popeye animation in ten years on Popeye’s YouTube channel.
Fans can expect to see new content, products and events as part of a continued effort to elevate the brand at retail in time for the milestone year.