Adidas (ADDYY) and Disney-owned (DIS) Marvel are teaming up for a collaboration fit for a superhero. The new ‘Heroes Among Us’ sneaker collection features five shoe designs worn by five athletes sponsored by Adidas.
NBA and WNBA athletes take part in the collection and the promotion in an animated way. James Harden sports a red and gold ‘Iron Man’ version of his signature Harden Vol 3; Damian Lillard has a black and purple ‘Black Panther’ inspired Dame 5; WNBA star Candace Parker wears a red, white and gold ‘Captain Marvel’ colorway of the Adidas Pro Vision; John Wall rocks a patriotic ‘Captain America’ model of the N3XT; and former NBA star Tracy McGrady gets into the spirit with a mostly black pair of retro T-MAC 1s, which feature the emblems of ‘Nick Fury’.
Basketball players and superheroes share a lot of the same qualities, says Adidas. Players, like superheroes, have alter-egos, and just as superheroes don masks, players don uniforms. In addition, each athlete that is featured represents a different power and skill, such as speed, quickness, and agility.
Shoes in the ‘Heroes Among Us’ collection range from $110-$180, depending on the specific model.
As far as sneakers are concerned, it seems like a new themed model comes out daily. Brands, companies and franchises like WWE, ‘Game of Thrones’ and Harry Potter have all collaborated with different footwear manufacturers in just the past few months. Though companies seem more than happy to offer their shoes as a canvas to pay homage to pop culture.
Matt Powell, vice president and senior industry advisor for The NPD Group tells Yahoo Finance that these themed offerings are not produced in quantities that move the needle for a company’s bottom line. However, it’s no spoiler that Adidas hopes to capitalize the prowess of the Marvel movie franchise, and that's with good reason. Since 2007 Marvel movies have grossed over an astonishing $18 billion worldwide.
Reggie Wade is a writer for Yahoo Finance. Follow him on Twitter at @ReggieWade
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