Merchantwise Licensing Brokers ‘Popeye’ Sportswear Collection

On behalf of King Features Syndicate, Australia’s Merchantwise Licensing has brokered the first ever Australian Popeye sportswear collection with The WOD Life.

Launching this month ahead of the Australian summer season, the limited-edition range of Popeye sportswear apparel for women and men includes a high-waisted booty short, fleet bra, motion shorts, slash crop, flex short and printed tank.

“We are so excited by this Popeye partnership with The WOD Life,” says Kerryn McCormack, general manager, licensing, Merchantwise Licensing. “Not only is it the first time we have launched an Australian Popeye branded sportswear collection, it is an incredibly comprehensive range featuring apparel, accessory and training support products that are sure to please both Popeye fans and The WOD Life’s extensive customer base.”

Popeye shines across a number of branded sports and training accessories including a scrunchie, printed socks, an immerse headband as well as a quick dry towel and a face mask covering.

The branded range also extends to training support items including wrist wraps, strength wraps, a 4-inch Velcro lifting belt as well as knee sleeves.

The WOD Life will be heavily supporting the range with a ‘Hype’ campaign pre-release followed by an early access marketing activity ahead of the launch at the end of this month.  The WOD Life will also drive extensive marketing, digital, media and influencer outreach campaigns for the collaboration.

"For the past three years, The WOD Life has been releasing successful limited edition prints for our customers which can sell out in a matter of hours,” says Ben Dineen, director, The WOD Life.  “Popeye is a cartoon character which our customer base would be familiar with and may have grown up watching Popeye cartoons on TV or the movie during their childhood.  We think our customers are going to really relate to the new Popeye x TWL range and will be excited to get into their training space to show off their new style."