Disney Consumer Products and Interactive Media bridged their regular audience of youngsters to target active women, bringing to market Marvel Super Hero activewear for women. The collection was created through a new collaboration with fangirl fashion company, Her Universe. The line will target primarily teens and millennial women, and was inspired by the forthcoming movie Marvel’s Captain America: Civil War.
“Activewear is a huge trend with young women and a natural fit for the Marvel brand,” said Paul Gitter, SVP of licensing, Marvel at Disney Consumer Products and Interactive Media. “We’re excited about the potential of this new collection to connect with female fans and continue to drive our fashion business.”
The collection will be sold at Kohls, both via brick-and-mortar and e-commerce sites.
“Collaborating with Marvel on activewear is a dream come true,” said Her Universe Founder Ashley Eckstein. “These Marvel characters inspire me to try and ‘Be A Hero’ in my everyday life, and being active is an important part. We're incredibly proud of this collection and hope that girls will be inspired to wear these designs from the gym to the street.”
The line is part of a major expansion into women’s fashion from Marvel, including launching @StyledByMarvel on Instagram, where female fans have gone to keep up with Marvel style, attracting 275,000 followers in just 18 months.
