Disney strengthens Marvel's hold on the extreme sports category - Licensing.biz

Disney strengthens Marvel's hold on the extreme sports category

The firm has secured partnerships with Santa Cruz Skateboards, Madd Scooters and 50 Cent's headphones brand, SMS Audio.
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Disney Consumer Products is strengthening Marvel’s presence in the sports category with new lines of skateboards, scooter and accessories.

The entertainment brand has now partnered with Santa Cruz Skateboards, Madd Gear Scooters and SMS Headphones.

The push emerges after Marvel made an appearance in ESPN The Magazine’s special The Body Issue: Super Heroes Edition and a presence at the ESPY’s Escape Athlete Lounge.

It also follows Marvel’s presence at X Games 2015 where the Next X Park was renamed the Marvel Next X Park.

Santa Cruz Skateboards is celebrating the 30th anniversary of its now iconic Screaming Hand design with a full line of Marvel character branded decks, completes, cruzers and t-shirts, featuring Spider-Man, Thor, Venom and Wolverine.

Meanwhile, Madd Scooters has developed a collection of Marvel scooters boasting imagery featuring Captain America, Spider-Man, Hulk and more.

50 Cent’s headphone brand SMS Audio completes the line up with the release of three upcoming designs featuring members of the Avengers team, including Iron Man, Black Widow and Captain America. The range will be available from this August.

“Marvel’s Super Heroes are extreme athletes in their own right – probably the most extreme anyone could ever imagine,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products.

“Bringing this sensibility to the sports category is a natural fit for the brand and we are excited to keep building on this strategy and giving fans new ways to experience the Marvel Universe.”

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