Marvel Entertainment, LLC, a global character-based entertainment licensing company, announced a licensing agreement with Russell Athletic for a Marvel Super Hero-Russell Athletic Collegiate apparel program. The program will reach up to 200 colleges across the country. Product will be available starting this summer just in time for the start of the new school year.
The Marvel-Russell Athletic Collegiate program will include t-shirts and hoodies featuring world-renowned Marvel Super Heroes including Spider-Man, Captain America, Iron Man, Hulk, Thor and Wolverine. The characters will appear in each college’s respective school colors along with their mascots and logos. Some of the nation’s largest universities will be participating in the program including UCLA, Michigan State, Baylor, Kansas State, Mississippi State, UNLV, Ohio State and University of Iowa.
Russell Athletic will distribute the co-branded apparel to college bookstores, arenas, sporting goods retailers and mid-tier stores beginning in August 2012.
The innovative co-branded partnership marks Marvel’s continued expansion into the sports category and helps extend the reach of its popular Super Heroes to new audiences and retail channels. Current Marvel co-branded sports apparel programs include the NBA and the Dallas Cowboys.
“We are thrilled to be working with a premier sports apparel manufacturer like Russell Athletic on the Marvel-Collegiate apparel program,” said Mike Jerchower, director of licensing for Marvel Entertainment. “Their strong collegiate distribution network allows Marvel’s legendary super heroes to help students and alumni show off their college spirit in a unique way.”
“We are very excited about partnering with Marvel Entertainment on this project,” said Gary Barfield, executive vice president, Russell Brands. “The Marvel-Russell Athletic Collegiate collection is a fun, innovative way to offer our consumers another opportunity to connect and celebrate their favorite schools.”
