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2013 Merchandise & Miscellaneous News Archives

July 18, 2013: DC Comics and Under Armour Give Athletes a New Alter Ego

Under Armour Alter Ego Collection Global Brands Team Up to Create DC Comics Super-Hero Inspired Collection of Performance Gear

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 Under Armour 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.

Under Armour Alter Ego Collection 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, accessories and gloves. Under Armour Alter Ego product was also prominently featured in Under Armour's gritty new I WILLTM 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 Under Armour Alter Ego collection has exceeded our expectations, and we look forward to expanding this concept, as well as our long-term partnership."


2013 Merchandise & Miscellaneous News

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