LOS ANGELES, Calif., March 22, 2010 – Warner Bros. Consumer Products (WBCP) announced today it has partnered with five-time Olympic medalist Nastia Liukin to create Supergirl by Nastia, the first-ever lifestyle merchandise line of its kind for girls available at a major retailer. Supergirl by Nastia will feature trend-right, affordable apparel that encourages a message of empowerment, creativity, strength, intelligence and independence—the symbolic attributes of the iconic Supergirl S-Shield. The collection, created for today’s 8-12 year-old girls, will be available exclusively at JCPenney (NYSE: JCP) – in stores and on jcp.com – beginning July 20, just in time for the back-to-school season.
An Olympic all-around champion and among of the most decorated American gymnasts in the history of the sport, Liukin is a shining example of the Supergirl brand—an aspirational spokesperson who believes that with hard work and commitment to a dream, anything is possible, Liukin embraces being a mentor and positive role model to girls.
“I am so proud to be partnering with Warner Bros. Consumer Products and JCPenney to present to girls and moms the Supergirl by Nastia line, which I believe represents not only a fashionable and affordable option, but also communicates an important message of empowerment,” said Liukin. “The Supergirl S-Shield is a unique and iconic symbol that has inspired this collection. I believe it will do the same for girls who wear it.”
The line will retail from $20 – $38, making it affordable and exciting for girls to style themselves like a Supergirl. The collection will include active fleece, dresses and tunics, knit pants, signature Supergirl tees, fashion leggings, shrug tops and more.
“The Supergirl S-shield is embraced the world over as a symbol of girl power,” said Brad Globe, president, Warner Bros. Consumer Products. “From ‘fashionistas’ to ‘actionistas,’ a Supergirl is today’s girl and we are proud to be partnering with Nastia Liukin and JCPenney to bring the Supergirl by Nastia line, and its message of empowerment, to life at retail for all girls and their parents.
Supergirl by Nastia will be supported by a robust marketing rollout from circular advertising, direct mail and integrated social media to in-store promotions and appearances by Liukin across the country, all launching later this year.
For the past four years, Warner Bros. has been supporting female athletes with the Supergirl Jam, the only large-scale, all-girls action sports competition and lifestyle/music festival. This event is designed to promote and celebrate female strength, independence and empowerment.
With the Supergirl Jam, Warner Bros. successfully established the Supergirl S-shield, the universally recognized symbol of strength and leadership, as the symbol under which today’s sports girls unite. These “actionistas” embody the intelligence, independence, strength and creativity of the Supergirl brand.
Continuing the Supergirl brand’s support of today’s action sports girl, the inaugural Nastia Liukin Supergirl Cup was held this month, celebrating the accomplishments of young, rising female gymnasts and exemplifying the same collective attributes for which the Supergirl S-shield stands.