DC Comics And Under Armour Give Athletes A New Alter Ego
Global Brands Team Up to Create DC Comics Super Hero-Inspired Collection of Performance Gear
BURBANK, Calif., July 18, 2013 /PRNewswire/ -- Warner Bros. Consumer Products, with DC Entertainment, has partnered with Under Armour, Inc., the leader in athletic performance apparel, footwear, and accessories, to empower athletes and unleash their alter egos. Inspired by the popular DC Comics Super Heroes like Superman, Batman, Wonder Woman and more, the Under Armour® Alter Ego collection combines performance and personality so every athlete can be superhuman. The new Alter Ego collection is available now on UA.com and at sporting good retailers and will be available throughout the fall season.
Under Armour and Warner Bros. Consumer Products previously collaborated on a custom Gotham Rogues apparel and accessories collection inspired by the Gotham Rogues football team uniforms in The Dark Knight Rises. Additionally, the limited edition Under Armour Alter Ego collection that included a specific Man of Steel baselayer T was recently released this spring and was met with unparalleled success, selling through inventory within hours.
Building on that demand, the brands will debut a broader range of Under Armour Alter Ego products, including an expanded collection of baselayer featuring both women's and girls' products, as well as a variety of apparel, footwear and gloves. Under Armour Alter Ego product was also prominently featured in Under Armour's gritty new "I WILL" brand campaign titled "Ready for August" showcasing grassroots football and the drive of athletes through the grueling preseason.
"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."
"Superhuman feats are accomplished by athletes every day. Whether it's achieving a personal goal or competing on the field, we wanted to enable athletes to feel like a Super Hero and show off their alter ego," said Glenn Silbert, Vice President, Men's Youth, and Accessories, Under Armour. "Our partnership with Warner Bros. Consumer Products and the resulting Alter Ego collection has exceeded our expectations, and we look forward to expanding this concept, as well as our long-term partnership."
About Warner Bros. Consumer Products
Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world.
About DC Entertainment
DC Entertainment, home to iconic brands DC Comics (Superman, Batman, Green Lantern, Wonder Woman, The Flash), Vertigo (Sandman, Fables) and MAD, is the creative division charged with strategically integrating its content across Warner Bros. Entertainment and Time Warner. DC Entertainment works in concert with many key Warner Bros. divisions to unleash its stories and characters across all media, including but not limited to film, television, consumer products, home entertainment and interactive games. Publishing thousands of comic books, graphic novels and magazines each year, DC Entertainment is the largest English-language publisher of comics in the world. In January 2012, DC Entertainment, in collaboration with Warner Bros. and Time Warner divisions, launched We Can Be Heroes—a giving campaign featuring the iconic Justice League super heroes—to raise awareness and funds to fight the hunger crisis in the Horn of Africa.
About Under Armour, Inc.
Under Armour® (NYSE: UA) is a leading developer, marketer, and distributor of branded performance apparel, footwear, and accessories. The brand's moisture-wicking synthetic fabrications are engineered in many different designs and styles for wear in nearly every climate to provide a performance alternative to traditional natural fiber products. The Company's products are sold worldwide and worn by athletes at all levels, from youth to professional, on playing fields around the globe. The Under Armour global headquarters is in Baltimore, Maryland. For further information, please visit the Company's website at www.UA.com.
Warner Bros. Consumer Products
Danielle Cavalli Daly
SOURCE Warner Bros. Consumer Products
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