Home / Knowledge / News / Apparel/Garments / Marvel teams up with NBA on new merchandise line
Marvel teams up with NBA on new merchandise line
08
Feb '11
Marvel Entertainment LLC and the National Basketball Association announced a collaboration to launch an exclusive collection of co-branded merchandise featuring NBA team logos alongside some of the most renowned Super Heroes in the Marvel Universe.

We sat down with Michael Jerchower, Marvel's Director of Licensing, to get some additinoal info and background on this colossal collaboration.

"Co-branding is an important part of Marvel's consumer products licensing strategy," Jerchower explained. "It allows Marvel to expand into new channels of distribution. As examples, we have co-branded product with Harley Davidson, Reebok, NYPD and FDNY. Sports is a key area where we saw a huge connection. The NBA is all about tremendous athleticism and super hero-type abilities on the court. This ties directly to the powers of our characters.

"The Marvel Consumer Products team contacted the NBA in early summer 2010 about establishing a co-branded partnership," Jerchower said. "The goal was to identify a few key categoriees that we would jump start the merchandise program with, and we are leading off with apparel from C-Life and headwear from New Era. The co-branded merchandise will make a big splash at the NBA's upcoming All-Star game at the Staples Center in Los Angeles.

"NBA-Marvel co-branded product provides Marvel the opportunity to gain access into the sporting goods channels and NBA arena stores," Jerchower added. "For the NBA, partnering with Marvel allowed them to tie into a premiere entertainment property with a similar age fanbase. A five-year-old going to a Knicks game may not have developed an assocation yet with the team, but if he sees Spider-Man in Knicks colors on a t-shirt, that's a slam dunk, must-have for him."

Also, you can be sure to expect some surprises, too, from the partnership!

"To generate a greater connection between Marvel characters and NBA teams, we have permitted the licensees to change the characters' costume colors to the colors of the respective NBA teams," noted Jerchower.

"Certain Marvel characters make total sense for a specific team. Peter Parker is a New York guy. It made sense for our licensees to feature Spider-Man with the New York Knicks. Because the Hulk is green and green is the primary color of the Boston Celtics, this combination makes a perfect match. Our hat and t-shirt licensees are offering retailers and NBA teams two types of designs that they can select from: A singular character, such as Spider-Man and the Knicks, or a Marvel Heroes montage featuring four or five of our most popular characters that are major parts of our upcoming movie lineup: Iron Man, Captain America, Thor, Spider-Man and Wolverine."

Modell's and Madison Square Garden will launch the New York collection and the STAPLES Center will be the first destination for L.A. Lakers co-branded merchandise to debut at the NBA All-Star game on February 20, 2011. The products will then be made available in other national and regional sporting goods retailers, specialty stores, additional NBA arena stores and mid-tier channels sports apparel departments.


Must ReadView All

EU renews GSP+ scheme for Pakistan 2 years

Apparel/Garments | On 24th Feb 2018

EU renews GSP+ scheme for Pakistan 2 years

Pakistani exporters can enjoy preferential duties on exports to the...

Surat wary of e-way bills

Textiles | On 24th Feb 2018

Surat wary of e-way bills

There is no respite for Surat’s textile manufacturers and retailers....

Retailers choose sides in Alibaba-Tencent battle in China

Apparel/Garments | On 24th Feb 2018

Retailers choose sides in Alibaba-Tencent battle in China

Two big Chinese firms— Alibaba Group Holding Ltd and Tencent Holdings ...

Interviews View All

Arvind Saraf
Triveni Sarees

e-Commerce is still evolving fast with constant flux and surprises

Abhishek Samdaria
Reflete

GST will certainly reduce a lot of paperwork in future

Top executives
Textile & apparel bodies

The decision to reduce GST on MMF yarn to 12% is transformational

Anupam Arya

<div>Jaipur-based Fabriclore Retailing Pvt. Ltd. is attempting to revive...

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Urmil Arya

Sushila International, a well established textile organisation established ...

Eamonn Tighe
Nature Works LLC

Eamonn Tighe, Fibres and Nonwovens - Business Development Manager of...

Kai Poehler
Voith Paper GmbH & Co. KG

The glass mat industry is growing by five to eight per cent annually. Kai...

Kerem Durdag
Biovation II LLC

Kerem Durdag, CEO, Biovation II LLC, provides an insight into future...

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

Anisha Chaudhari
Threads & Shirts

Threads &amp; Shirts is a freshly-tailored concept providing men/women a...

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

February 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.6%
No
12.7%
Skip
16.7%

Total Votes: 102

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.7%
No
29.4%
Skip
6.9%

Total Votes: 102

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.2%
No
8.8%
Skip
2.9%

Total Votes: 102

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.3%
No
7.8%
Skip
8.8%

Total Votes: 102


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search