Adidas has partnered with Marvel to introduce a new footwear and apparel range inspired by three superheroes from the entertainment studio’s latest movie ‘Avengers: Age of Ultron’
The adidas Avengers collection is available from April to coincide with the film’s own release and is part of a collaboration between the sportswear giant and the comic entertainment company that includes product placement for the German company in the movie itself.
This 22-piece collection feature tie-in designs that reflect adidas styling and heritage as well as the unique personalities of three of the film’s superheroes: Hulk, Iron Man and Captain America.
From infants to young adults, the lines offer individual pieces, adult running shoes in four matching designs and full head-to-toe outfits including tees, shorts and accompanying shoes and accessories with matching colours – a fresh-look wardrobe for dedicated young Avengers fans.
The adult line includes a silver-green adidas adizero Prime BOOST that is featured in the film itself worn by a new Avengers character.
The collaboration is primarily being promoted digitally and in-store 9as well as in-movie).
It is led by an online spot cutting film edits and product film together.
This is digitally supported by promotional web page with content ranging from web video to image assets, as well as an accompanying retail microsite.
There are further PR-led and in-store activations.
Comment
According to the sportswear outfit, the new Avengers collection go back to ‘the classic roots with footwear inspired both by the original comics’ style and the graphics of the movie’.
If fan excitement is anything to go by, such as this consumer unboxing YouTube video, then the collection is being eagerly received.
Links
Adidas Avengers Website:
www.adidas.com/avengers.
Marvel Avengers Website:
Marvel Avengers Facebook:
https://www.facebook.com/AvengersUK?brand_redir=126757470715601
Marvel Avengers Twitter:
Marvel Avengers Google+:
https://plus.google.com/+marvel/posts
Marvel Avengers Pinterest:
https://www.pinterest.com/marvelofficial/
