Inspired by a comic book narrative where ‘football, rugby and super heroes unite to ‘defend our pitch”, the limited-edition drop spans two t-shirts, a track top, hoodie, pants, long-sleeve tee and shorts.

Each features subtle graphic nods to Ultron, the Avengers, as well as the adidas, Real Madrid and All Blacks logos.

The Marvel x adidas x Real Madrid CF x All Blacks collection is available from selected adidas retailers, Real Madrid stores, key retail partners and online at adidas.com/us.

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The range also includes gaming systems made with Arcade 1Up and Hypermegatech, footwear designed with ASICS, custom comic Blind Boxes graded by PSA, and collectibles designed with Modernica, Hasbro, and Jada Toys.

The collection is designed in three separate parts – one dedicated to Marvel, one to Capcom, and another that features tri-branded artwork drawn from crossover launches over the years, from X-Men vs. Street Fighter to Marvel vs. Capcom: Infinite.

Kith and Arcade 1Up’s at-home arcade system comes fully equipped with eight different Marvel vs. Capcom games and boasts an exclusive Marvel vs. Capcom x Kith start screen. Kith has also partnered with Hyper Mega Tech to produce a Capcom Edition Super Pocket handheld gaming device updated with Kith Monogram artwork and twelve Capcom games pre-loaded onto the system.

In apparel, there’s vintage tees with tri-branded artwork, hoodies, crewnecks and rugbys, along with jacquard knit sweaters define the apparel assortment from this collaboration. Select styles will include a special Marvel vs. Capcom x Kith comic book as a gift with purchase while supplies last.

In footwear, Marvel, Kith, and ASICS collaborate for the third year in a row on six custom sneaker silhouettes. The first double box is dedicated to Guile and Captain America, while the second double box pays homage to Iron Man and Mega Man. The two single boxes are dedicated to Wolverine and Ryu. Headwear for this collection features Kith silhouettes with Marvel and Capcom artwork, alongside styles designed in partnership with New Era.

Kith Kids also boasts a collection of Marvel vs. Capcom artwork across classic crewnecks, hoodies and tees.

Finally, in toys, there’s Kith’s first-ever action figures made with Hasbro and Jada Toys. Additionally, Kith created commemorative Skate Decks with Marvel and Capcom artwork, tri-branded posters, area rugs, mouse pads and more novelty items.

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Under the extended agreement, Hasbro will continue to develop a wide range of products for families and fans of all ages, based on the brands. Hasbro also maintains its separate licensing arrangement with Disney that brings Marvel characters into the Magic: The Gathering trading card game.

“It’s an honour to be able to deepen our relationship with Disney Consumer Products to create even more magical play experiences for consumers across the globe,” said Tim Kilpin, Hasbro’s President, Toys, Board Games, Licensing and Entertainment.

“Star Wars and Marvel provide an extensive array of captivating content that gives us an unlimited trove of fresh ideas to create from. Our collaboration spans more than half a century, and we look forward to strengthening our relationship by bringing consumers everywhere brand-new play experiences tied to the exciting universes and characters of Star Wars and Marvel.”

Paul Gitter, Executive Vice President of Global Brand Commercialisation at Disney Consumer Products, added: “We look forward to continuing to collaborate with Hasbro to evolve our expansive portfolio of Star Wars and Marvel toys that bring these iconic adventures into daily life.

“From must-have collectibles to Lightsaber toys, we aim to push the boundaries of creativity to deliver innovative products and engaging play experiences that bring our fans closer to their favourite stories and characters.”

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Shaking the bottle will activate the ‘hero glow’ of Iron Man Reactor Red Fruits, Captain America Super-Soldier Blue Grape and Hulk Gamma Sour Lime.

Drinks based on Thor, Black Panther and Deadpool will land later this year, as well as a Doctor Doom drink in 2026.

The drinks will be sold as single bottles for heroes on the go and in a 3-bottle gift box as the perfect treat for any MARVEL fan.

“Everyone has a favourite Avenger and now you can have a favourite Marvel inspired soft drink as well,” said Ben Fry, Chief Enchantment Officer and Co-Founder at The Potions Cauldron.

“With the growth of non-alcoholic beverages in market, we’re excited to launch these Marvel inspired drinks that we’re sure will drive incremental category value across multiple segments and drinking occasions.”

Phil Pinder, Director of Wizardry and Co-Founder at The Potions Cauldron, added: “Working with Disney on this has been a real pinch yourself moment and we don’t plan to stop here, so look out for more collaborations to come.”

The Potions Cauldron Group worked with Speak Consulting over the past year on this project. Speak’s Graham Speak added: “IP can add real value if the proposition is right, and this is a perfect match up. It’s been great to see these Super Hero inspired products come to life – and we can’t wait to see what’s next!”

The Marvel drinks will be available from April 1st in HMV, Hamleys and other stores across the UK.

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The campaign kicks-off with products tied to Captain America: Brave New World, but the wider range spans launches from Hasbro, LEGO, Funko, Topps, Homage, Aéropostale, Mattel, Jazwares, Wizards of the Coast and more.

New from Hasbro is the Marvel Hulk Blast & Smash Truck action figure & vehicle, and the Beyblade X Captain America Vs Red Hulk collaboration. Both land this summer.

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Being able to combine my natural love of licences with graphic design was a dream come true. I have worked across movies, TV, videogames and music licences, which actually sum up my personal interests!

You’re Senior Creative Design Manager at Disney. Talk us through what the role entails.
My role consists of managing a brilliant team of creatives who work across our global collaboration partnerships, such as adidas. Luxury partnerships also form part of our day-to-day and we love the journey we go on with brands, cross pollinating to birth something awesome.

We also dabble in creating kickass licensing style guides across the Marvel and Star Wars franchises.
Our usual focus is fashion apparel, but we often work collaboratively with our awesome Disney teams situated around the globe.

“It’s always a fun challenge reinterpreting our characters across different materials and executions.”

Disney’s adidas collabs are always special. Some have fun subtle nods to characters and stories, others are a little more full-blown design-wise. What dictates how you approach the design of the shoes? And how subtle – or full of bells and whistles – they are?
Working with a global partner like adidas, we have to keep in mind the many different touchpoints and demographics adidas has. Disney is also a globally celebrated brand that speaks to many different fans, across many different generations.

The ‘It’s Not Easy Being Green’ campaign is an adidas initiative centred on using recycled materials. Delivering this important message through the lens of Disney allowed us to showcase such incredible innovation, but in a fun fashion with some of the most beloved Disney characters. We thoughtfully picked characters from the world of Disney which made sense from a storytelling perspective. Our stories and characters are cross-generational, so we aim to align characters according to target audience.

What makes adidas a great team to work with?
Adidas is an incredible brand with an impressive history and footprint within mainstream culture. Their influence across the sportswear and fashion world, makes them such an inspiring partner to work with. The global adidas teams we work with daily are some of the most creative individuals we collaborate with.

There is a huge amount of respect and transparency between our brands which always brings out the best stories and products to market. The expertise adidas brings to every project really helps us better understand how we can best interpret our IP within the world of sports and fashion.

“It’s the quiet moments in life where our brains conjure up some of the most exciting ideas.”

I thought the recent Pinocchio launch was a smart one.
Yes! Pinocchio is interesting as he is on a journey throughout the film, dreaming of becoming a real boy. To play into the idea of not being quite complete, we decided to have the back counter look half-finished. It’s a piece of subtle but effective storytelling. We also touched upon his puppet strings via the iconic adidas three stripes on the side.

Monsters Inc is a good comparison… It’s a such fun-filled colourful film with bright and bold characters. We wanted to make sure that those qualities were celebrated across different models, from the funny expressions of Mike Wazowski to a full-on furry Sully borg coated sneaker. It’s always a fun challenge reinterpreting our characters across different materials and executions.

What fun design details from other recent launches come to mind with regards to showcasing how creative you can be in footwear?
A good example would be the recent Crocs X Cars collab. While I didn’t work on this collab myself, I was blown away with the success of an adult size Lightning McQueen Crocs with working lights! It is such a fun idea to explore and execute within the kidult footwear sector.

Yes! Looks fantastic. We’re in the midst of Disney’s 100th anniversary celebrations. Thinking about the vast portfolio of IP at your disposal, what key considerations determine which brands you bring into footwear?
Disney 100 is such an incredible celebration of storytelling and passion, which has touched fans around the world. There has to be an authentic reason for choosing a character and that particular story. The world of licensing has evolved so much that many of our consumers now look for more meaningful connections with our IP.

In depth knowledge of the Disney portfolio is a must. This determines which characters would be best placed to speak to a particular project. The beauty of D100 was the gathering of so many different characters, across different franchises for the first time ever!

With that in mind, does Emperor’s New Groove stand a chance? I’m a card-carrying champion of that film!
I love Emperor! Emperor – like Lilo & Stitch – had modest commercial success back in the day. New generations of Disney fans are now discovering these brilliant characters and in turn, helping to bring them into mainstream pop culture. My fingers are crossed for Emperor!

You also work in the luxury sector. Could you tell us about any recent launches you’re proud to have been involved with there?
Working with luxury partners is a real joy and we love finding those unique and authentic collections between our brands. We have a really exciting collaboration happening with Marvel and Christian Louboutin. It is one of the most fun projects I’ve worked on.

It’s an eye-catching collection! Last question – what fuels your creativity? What helps you have ideas?
Being inspired by other creatives and seeing how they interpret the world around us is always energising. I also make sure I find time to do absolutely nothing and shut off from screens or any form of entertainment. It’s those quiet – sometimes mundane – moments in life where our brains conjure up some of the most exciting ideas.

Ethan, a huge thanks again!

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The designs in adidas’ Peter Parker Advanced Suit and Venom collection reflect the moment Parker’s Advanced Suit 2.0 is overtaken by the Venom symbiote. The range spans a variety of footwear and apparel, including Ultraboost J and Ultra 4D sneakers, the adizero 12.0 football cleat, sweatshirts and compression tights.

Adidas products will also be seen being worn by the citizens of Marvel’s New York in the game.

“We’re incredibly proud of this unique collaboration which reaches both gamers and athletes by telling Peter Parker’s story in a style that we know so many fans know and love,” said Shane Jochum, senior director of market strategy and partnerships at adidas.

“The connection between Marvel’s Spider-Man 2 and this collection is so special and allowed us to really play with so many design aspects of Marvel’s New York, on apparel and in game. It’s been amazing to see the creative design come to life within the new video game, and we’re excited to see athletes and fans game in style.”

The Peter Parker Advanced Suit and Venom collection will be available from October 20th.

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On the footwear front, Kith teamed up with ASICS on seven custom versions of the Remastered GEL-LYTE III, with each colourway inspired by a different X-Men character.

The inspiration for the footwear collection stems from Kith founder Ronnie Fieg’s history of collecting Uncanny X-Men trading cards. As such, each pair arrives in a collectible sealed box designed to resemble the Uncanny X-Men trading card packaging.

Customers won’t know which colorway they’ve purchased until they remove the tearaway seal on the box. Inside each box is a heat-sealed mylar bag containing the footwear, as well as a trading card featuring the character that matches the shoe’s colourway.

The Wolverine 1975 colourway is inspired by one of Wolverine’s earliest suits, with perforated pigskin suede is seen on the vamp and quarter panels, and smooth leather in blue and black applied to the overlays. As a nod to the original Uncanny X-Men trading cards, the Wolverine 1975 colorway is rare, limited to one in every 36 pairs of shoes.

The colourway of Wolverine 1980 is inspired by another famous Wolverine suit. Yellow perforated pigskin suede is seen on the vamp and quarter panels, while smooth leather in brown and red is applied to the overlays.

The Beast model features a predominantly blue upper crafted from hairy pigskin suede, Cyclops boasts a mixture of navy, royal blue, yellow and red across the upper while Rogue’s colourway channels the character’s green and yellow palette.

Finally, the Gambit model is color-blocked using shades of tan and brown with red accents, while pony hair covers the upper of the Storm model as a nod to the character’s silver hair.

The range launches on July 28th. Check out some snaps of the range below:

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Exclusive to the US, the Guardians Snack Adventure kit includes ingredients and recipe cards to make two servings of Zarg Nut Bites and Mango Milky Fizz, plus collectible milk cartons and a jar.

Zarg Nut Bites are made from crushed pretzels, salted cashews, sweet Thai chili sauce and chocolate chips, while Mango Milky Fizz is a drink that’ll debut in Guardians of the Galaxy Vol. 3. It features apricot jam, coconut milk, seltzer and mango bits.

HelloFresh is also rolling out six Guardians-inspired recipes, including Galactic Beef Melts, Galaxy Greens Ricotta Ravioli and Fire-Blasted Vegan Coconut Curry Soup.

The Guardians Snack Adventure kit is available in the US from April 17th, with additional themed kits dropping on April 24th and May 1st.

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Each piece is inspired by an iconic Marvel comic book character and the range spans eight jewellery pieces, five crystal figurine collectibles and a set of stickers.

Spider-Man’s mask is featured in bracelet and pendant forms with red and black precision-cut crystal pavé. The collection also includes two Spider-Man crystal figurine collectibles – one featuring 955 facets showing Spidey in a web-slinging pose and another made from 36,500 crystals that capture Spider-Man in an upside-down pose.

Elsewhere, Black Panther jewellery includes a motif ring, a 3D pendant set on a long chain and a mask-inspired pendant adorned in purple crystals. A sleek Black Panther crystal figurine collectible is crafted from 649 facets.

When it comes to Capain Marvel, the collection spans a multi-coloured ring and a figurine made from 10,000 crystals, while Hulk smashes into the collection with a bracelet and crystal figurine collectible cut from 578 facets.

Finally, an Iron Man jewellery piece doubles as a 3D pendant and brooch while the character is also the focus of a crystal figurine collectible cut with 723 facets.

“Swarovski is proud to collaborate with Marvel to unite two beloved brands for an iconic jewelry and home collection,” said Peter Widmann, Head of B2B, collaboration & licensing at Swarovski.

“Both brands have a rich heritage, long-standing legacy, and are loved by customers all around the world – making this the perfect collaboration.”

Check out some of the range below:

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