Marvel, NBA teaming up to blend comics, athletics

[February 07, 2011]  PHILADELPHIA (AP) -- What's big, green and has a history of being unstoppable? The incredible Hulk and the NBA's Boston Celtics.

Which is why Marvel Entertainment LLC and the National Basketball Association are launching a new line of clothing, including caps, T-shirts and sweatshirts, at the upcoming NBA All-Star game later this month. The line pairs famous superheroes with famous NBA teams, including Spider-Man and the Knicks, and features other heroes from Thor to Captain America and Iron Man dressed in NBA team colors.

The superhero-inspired line will ultimately be sold nationwide in an array of NBA cities, as well as online and in traditional stores.

Lisa Piken, senior director of appareling for the NBA, said the company's history of comics "gears toward children and young kids, and we like that as well, particularly the teamwork and having superpowers (and) we can tie that back to how our players are."

The collection will launch with headwear and apparel, including headwear by New Era and shirts and sweatshirts by C-Life. Sizes will range from infants to adults.

Marvel, which is owned by The Walt Disney Co., and the NBA said Monday they ultimately plan to expand the line to include sporting goods.

In a nod to Marvel's New York roots, sporting goods store Modell's and Madison Square Garden, where the Knicks play, will launch the New York collection and the Staples Center will be the first destination for L.A. Lakers co-branded merchandise to debut at the NBA All-Star game on Feb. 20.

"We decided, for instance, it makes the most sense for the Knicks to have Spider-Man since he's associated with New York City," Paul Gitter, president of Marvel Entertainment's consumer products for North America, told The Associated Press. "When you look at characters such as the Hulk, you look at green and you think Boston Celtics. There is a method to the madness."

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Online:

http://www.marvel.com/

http://www.nba.com/

[Associated Press; MATT MOORE]

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