Under Armour Harnesses Inner Super Hero With Latest Partnership
DC Entertainment and Warner Bros. have teamed up with performance apparel maker, Under Armour, to let athletes live out their super hero alter egos. Inspired by DC Comics characters like Superman, Batman and Wonder Woman, the Baltimore-based UA has announced it will launch the Alter Ego collection, which it says will "combine performance and personality so every athlete can be superhuman."
"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."
Under Armour and Warner Bros. Consumer Products have previously collaborated on limited edition custom lines of clothing around franchises such as The Dark Knight Rises and Man of Steel, but the new collection marks an expanded effort on behalf of the companies.
"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."
The new Superman line is featured prominently at the :30 mark in Under Armour's latest football spot..
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