After finding success with Under Armour on a superheroes collection, Marvel Entertainment, LLC is extending its push into athletic-performance related products through licensed deals. Beyond expanding the UA collections, new partnerships have been reached for Tantrum electronics accessories, Bell bike accessories, C-Preme helmets, and Sage Fruit's better-for-you product.

Marvel said it “is focused on building a greater connection on how its arsenal of characters can help companies better connect their brands to key performance attributes such as strength and durability. It is working closely with companies to develop the best licensing executions for connecting performance between their brands and Marvel through innovative and creative product experiences.”

“Marvel Super Heroes are 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.”

Marvel's characters include Iron Man, Spider-Man, Hulk, X-Men and Fantastic Four.