- Major League Soccer (MLS), Marvel and Adidas sealed a cobranding that merges the world of soccer, superheroes and sports fashion.
- The initiative is a unique opportunity for all three brands to expand their reach and engage new consumer segments.
- How will this alliance affect the popularity of MLS and the perception of the brands involved?
In a commercial agreement that was confirmed this Thursday, June 22, Major League Soccer (MLS) partnered with Marvel and Adidas to create a cobranding that fuses the world of soccer, superheroes and sports fashion.
As a result of the alliance, the ball for the upcoming MLS All-Star game will feature Marvel-inspired motifs.
The MLS All-Star Game, which will pit the stars of the American league against Arsenal of the Premier League (runner-up of the season that has just ended), will be the setting for the presentation of the initiative.
During the event, an official ball with Avengers motifs will be used, as well as a warm-up shirt and pants inspired by Marvel superheroes.
Marvel, Adidas and the MLS: the importance of cobranding
Cobranding, or collaboration between recognized brands, It is an increasingly used marketing strategy.
By partnering with other successful brands, companies can broaden their reach and attract new consumer segments.
In the case of this alliance between MLS, Marvel and Adidas, the great appeal of superheroes is harnessed and an emotional bond is created with soccer fans.
This partnership will not only bring extra momentum to the sport, but will also open up new business opportunities for the brands involved.
Marvel has proven to be an expert in the art of cobranding, having established successful partnerships with other well-known brands.
An example is his collaboration with the sportswear franchise Under Armor (Adidas rival, by the way), which gave rise to a line of clothing and footwear inspired by Marvel superheroes.
In addition, the company has worked with renowned brands in other industries, such as automobiles, food and beverage, toys and electronics, creating unique products and capturing the imagination of consumers.
The collaboration between MLS, Adidas and Marvel is an opportunity to harness the enormous cultural impact of superheroes and their worldwide popularity.
By joining forces, these brands are able to reach a broader and more diverse audience while satisfying fans’ desires for products that combine their passion for soccer and iconic Marvel characters.
This special collection, including balls and apparel, will allow MLS and Marvel fans to connect with both their favorite sport and the characters they admire.
According to official communication, Marvel character-inspired merchandise will be available at MLSstore.com and MLS outlets.
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