Disney Consumer Products and Interactive Media announced a Marvel Super Hero makeover for women’s activewear via a new collaboration with fangirl fashion company, Her Universe.
The new line was designed for teens and “millennial women,” and is inspired by the upcoming movie “Marvel’s Captain America: Civil War.” The new line will launch this month at Kohl’s stores and online.
The capsule collection featuring looks based on Black Widow, Iron Man and Captain America will be tagged “Be A Hero” and offer more than 30 pieces, including tanks, sports bras and leggings, available in sizes XS – XL and 1X – 3X.
“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 flocked to keep up with Marvel style, attracting 275,000 followers in just 18 months.
“Activewear is a huge trend with young women and a natural fit for the Marvel brand,” said Paul Gitter, senior vice president 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.”
“Through this exclusive collection we are providing our customers with key pieces that will inspire them to find the hero in themselves while being active,” said Amy Kocourek, Kohl’s executive vice president of Junior’s, Children’s, Accessories and Jewelry. “This first-ever line of athletic wear is highly relevant for teens and millennials, and empowers fans to express their authentic selves.”
Launching today on YouTube.com/HerUniverseChannel is a workout video featuring Ashley Eckstein and Heidi Moneymaker, stunt double for “Black Widow.” The video highlights the all-new Marvel by Her Universe activewear collection, along with super-cool workout moves inspired by three Avengers: Captain America, Iron Man and Black Widow.
The upcoming apparel offerings for women and teens are available at Kohl’s, as well as retailers like Disney Store, JCPenney, Macy’s, Target and Walmart.