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Volume 24 No. 112
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Marvel Entertainment Teams Up With Russell Athletic For New Collegiate Apparel Program

Marvel Entertainment Thursday announced a licensing agreement with Russell Athletic for a Marvel Super Hero Russell Athletic Collegiate apparel program. Some of the participating universities include UCLA, Michigan State, Baylor, Kansas State, Mississippi State, UNLV, Ohio State and Iowa. Marvel's current co-branded sports apparel programs include the NBA and the Cowboys (Marvel). MARKETING DAILY's Karl Greenberg noted the cross-promotional campaign will visit 200 colleges "starting this summer before the beginning of the academic year." Russell will sell T-shirts and hoodies "bearing representations of Marvel characters like Spider-Man, Captain America, Iron Man, Hulk, Thor and Wolverine." The superheroes will wear "each college’s respective school colors along with their mascots and logos." The move is "consistent with Marvel's push into sports." Last year the NHL "did a deal with superhero co-inventor Stan Lee to create a superhero character for each of the 30 teams" in the league. Marvel Entertainment Dir of Licensing Michael Jerchower said, "A co-branded college program seemed like a natural extension as our characters generate great appeal to this student and family demographic" (MEDIAPOST.com, 7/12).