Tuesday
Jun082010

D-Howard, adidas Bringing Warner Bros. Superman Character To Retail 

June 8, 2010: His season may be over, but NBA all-star Dwight Howard continues to be a player in the endorsement market. Warner Bros. Consumer Products and DC Comics said that they would collaborate with adidas and Howard, whose nickname is "Superman," to create a line of merchandise uniting DC's iconic Superman super hero and the Orlando Magic center.

Financial terms of the deal were not unveiled.
 
The products will be distributed globally at sporting goods stores, stadium shops, athletic apparel and footwear stores, specialty and department stores and will be available to consumers by Holiday 2010. Marketing support is expected but was not detailed.

Dwight Howard as Clark Kent in ESPN promo.Adidas, the official uniform and apparel provider for the NBA, and WBCP will produce items that include T-shirts, fleeces, jerseys, track jackets and athletic footwear. Howard, who was the No. 1 overall pick in the NBA in 2004 by the Magic, became closely aligned with the Superman character in 2008 when he won the NBA Slam Dunk contest wearing a red cape and "S" on his jersey. Earlier this year, Howard did a promo spot for ESPN's "This is SportsCenter" in which he appeared as Superman's secret identity alter ego, Clark Kent.

“Superman is the universal symbol of strength and speed, not to mention he has one heck of a vertical leap,” Brad Globe, president of WBCP, said in a statement. “Dwight’s super heroic feats on the court make this partnership with adidas an ideal collaboration for basketball and comic book fans alike.”

According to Chris Grancio, head of global sports marketing for adidas basketball, “Dwight is one of the most dominant players in today’s game, and Superman has been wowing audiences of all ages for decades. We’re excited to bring these two icons together on adidas apparel and accessories and look forward to offering consumers a great product line.”
 
Howard's other endorsement deals include T-Mobile, Gatorade, AirTran and McDonald's. He is handled by Goodwin Sports Management, Seattle.

“I’ve always been a big fan of Superman and to be able to team up on this new line is a dream come true," Howard said in a statement. "I can’t wait to check out all of this great gear and share it with my fans."

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