Marvel Entertainment is toning up its focus on athletic performance with a range of deals with sports brands including Under Armour, Bell and more.
‘The company known for its arsenal of Super Heroes is messaging to companies known for performance, strength and durability that teamin with Marvel will help enhance their brands,” read a statement from the firm.
Marvel will be collaborating with Under Armour for a range of sports apparel, Tantrum for electronic accessories, Bell for performance bike accessories, C-Preme for durable helmets and Sage Fruit’s better-for-you produce.
The firm is now focused on building a ‘greater connection with brands that promote strength and durability.’
Marvel is working closely with companies to develop licensing executions for connecting performance between their brands and Marvel through new product.
“Marvel Superheroes is a natural fit for this exciting initiative,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products.
“We see tremendous opportunity to further build out this performance initiative across all product categories – from consumables and apparel to electronics and sporting goods.”