Marvel Pumps Up Sports Presence

Marvel is further solidifying its presence in the sports category with a new range of superhero-themed sporting goods and accessories from Disney Consumer Products.

Licensees including Santa Cruz Skateboards, Madd Gear Scooters and SMS Headphones have created new products featuring Marvel characters in the sports lifestyle arena.

“Marvel’s superheroes are extreme athletes in their own right–probably the most extreme anyone could ever imagine. Bringing this sensibility to the sports category is a natural fit for the brand, and we’re excited to keep building on this strategy and giving fans new ways to experience the Marvel Universe,” says Paul Gitter, senior vice president, licensing, Marvel, Disney Consumer Products.

Santa Cruz Skateboards is celebrating the 30th anniversary of its Jim Phillips’ Screaming Hand design with a full line of Marvel character-branded decks, completes, cruzers and t-shirts. The line features designs inspired by some of Marvel’s most iconic heroes including Spider-Man, Venom, Thor and Wolverine, and is available in stores now.

At June’s X Games, Madd Gear Scooters unveiled its Pro Scooter collaboration with Marvel, which will hit stores this September. The line features Madd Gear’s scooters decked out with imagery featuring Captain America, Spider-Man, Hulk and other characters.

Finally, SMS Audio, the headphone brand created by 50 Cent, released three upcoming designs for their new line of Marvel-inspired headphones, also at the X Games. The headphones feature members of the Avengers team including Iron Man, Black Widow and Captain American, and will be available at retail in August.

Marvel is also amping up its presence in the sports world with a number of brand activations including an insert in this month's ESPN The Magazine titled "The Body Issue: Super Heroes Edition," involvement at the ESPY’s Escape Athlete Lounge, and sponsorship of the Marvel Next X Park at the X Games earlier this year.

Learn more: Marvel detailed its strategy to align its superhero brands with performance and sports categories in License! Global's June 2014 story "Marvel's Power Play."