Under Armour to Outfit DC Superhero Fans

Posted by at 12:46 pm on July 18, 2013

Alter EgoDC Comics has found a new way to let consumers suit up as their favorite superheroes beyond the usual Halloween costume. Under Armour has brokered a licensing deal with Warner Bros. Consumer Products to produce a line of performance gear inspired by DC Comics’ characters like Superman, Batman and Wonder Woman under the new “Alter Ego” brand of apparel and accessories.

Financial terms of the deal were not disclosed, but the licensing pact gives Warner Bros. an additional way to expand the profile of its Justice League characters beyond the comic book arena, especially as it preps to bring the characters together in potential film franchise.

The products, available now on UA.com and at sporting goods retailers, will be available through the fall. Warner Bros. and Under Armour had previously collaborated on a line of uniforms seen on the fictional Gotham Rogues football team in “The Dark Knight Rises.”

An early version of the “Alter Ego” collection, which came in the form of a “Man of Steel” baselayer shirt, was released this spring and sold well at retail. In fact, results were so encouraging that Under Armour and WB wanted to expand the line to involve other products and superheroes.

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