By Barry Janoff
July 18, 2013: Under Armour believes that its sports apparel and footwear, plus a great deal of hard work and dedication, have helped Buster Posey, Bryce Harper, Tom Brady, Cam Newton, Michael Phelps, Ray Lewis, Julio Jones, Sloane Stephens, the Tottenham Hotspur FC and even Leon Sandcastle to rise above the competition.
Now, Under Armour, whose mantra is, "Make all athletes better," is adding some super-hero elements into the mix.
The Baltimore-based company and Warner Bros. Consumer Products, along with division DC Entertainment, have partnered for an Alter Ego apparel and footwear collection that will channel the likes of Superman, Batman, Flash and Wonder Woman to athletes and consumers nationwide. Financial details of the alliance were not disclosed.
The line includes base-layer T-shirts, apparel, footwear and gloves for men and women. The line expands on previously released limited-edition items from Under Armour and Warner Bros. Consumer Products, including base-layer T-shirts inspired by the Gotham Rogues football team in The Dark Knight Rises (2012).
Under Armour will support the line with marketing that includes placement in its new "I Will: Ready for August" campaign, Internet and such social media destinations as Facebook, Twitter and YouTube.
One ad features NFL players Jones, Randall Cobb, Bernard Pierce and Stevan Ridley on the field wearing Alter Ego Superman base-layer shirts. Text offers: "Under Armour Alter Ego. transform yourself."
Another shows MMA icon Georges St.-Pierre in Alter Ego gear while going through a strenuous workout.
"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," Glenn Silbert, vp-men's, youth and accessories for Under Armour, said in a statement. "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."
According to Brad Globe, president, consumer product for Warner Bros., "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."
Globe said that 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."
Under Armour Ready For August
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