DC Comics has found a new way to let consumers suit up as their favorite superheroes beyond the usual Halloween costume.
Under Armour has brokered a licensing deal with Warner Bros. Consumer Products to produce a line of performance gear inspired by DC Comics’ characters like Superman, Batman and Wonder Woman under the new “Alter Ego” brand of apparel and accessories.
Financial terms of the deal were not disclosed, but the licensing pact gives Warner Bros. an additional way to expand the profile of its Justice League characters beyond the comic book arena, especially as it preps to bring the characters together in potential film franchise.
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The products, available now on UA.com and at sporting goods retailers, will be available through the fall.
Warner Bros. and Under Armour had previously collaborated on a line of uniforms seen on the fictional Gotham Rogues football team in “The Dark Knight Rises.”
An early version of the “Alter Ego” collection, which came in the form of a “Man of Steel” baselayer shirt, was released this spring and sold well at retail.
In fact, results were so encouraging that Under Armour and WB wanted to expand the line to involve other products and superheroes.
Alter Ego product has also prominently featured in the 60-second “Ready for August” spot as part of Under Armour’s “I Will” brand campaign that showcased grassroots football and the drive of athletes through the grueling preseason.
New products will feature women’s and girls’ products, as well as a variety of men’s and boys’ apparel, footwear and gloves.
“Much like the Super Heroes of the DC Comics universe, athletes at all levels perform heroic feats of physical, mental and personal strength as they work towards their individual and team goals,” said Brad Globe, president, Warner Bros. Consumer Products. “The Under Armour Alter Ego line taps into the transformative strength and inspiration of DC Comics Super Heroes including Superman, Batman, the Flash, Wonder Woman and others to create a collection of athletic performance wear that inspires athletes to soar to new heights.”
