Although Red Robin’s television spots for its Wolverine-themed burgers have been getting a lot of play, the winner of the award for best tie-in has to go to the ESPYs and Minnesota Vikings running back Adrian Peterson.
In the commercial for ESPN’s Excellence in Sports Performance Yearly Award, the enthusiastic nominee reads a copy of Chris Claremont and Frank Miller’s Wolverine #1 as his teammate Matt Kalil explains, “You can shoot him, stab him, set him on fire — Wolverine takes a beating and keeps coming back.” Naturally, that leaves an opening for Peterson to bring up his nomination for best comeback … and to don a football helmet, festooned with the mutant’s trademark hair and sideburns. There’s also a funny cameo by The Wolverine star Hugh Jackman.
The ESPYs ceremony airs Thursday at 9 p.m. ET/PT on ESPN. The Wolverine premieres July 26.
I think if I mention the NFL and Marvel Comics in the same blog post, there has to be a reference to NFL SuperPro. Union rules, or something. So there you go.
With that out of the way … Marvel and the Dallas Cowboys announced this week a line of T-shirts, hoodies and other apparel featuring the football team and Marvel characters. “Through an agreement that enables the Dallas Cowboys to license Marvel’s Super Heroes, the team will develop co-branded merchandise featuring Captain America, Spider-Man, Iron Man, Thor, and many other Super Heroes decked out in Cowboys’ team colors, logos and jerseys.” What, no Rawhide Kid, Two-Gun Kid or Kid Colt?
If you’re thinking these might be popular with comic retailers in the Dallas area, the Fort Worth Star-Telegram had the same thought, as they reached out to Lone Star Comics owner Buddy Saunders, who owns six stores in the Metroplex. “Sports fans are predominantly male, and comic fans are predominantly male. It’s sort of like branding yourself with two things — the team you like and your favorite superheroes,” he told the paper.
This isn’t the first time that Marvel has crossed over into the world of sports merchandise. Marvel characters have appeared on several NBA shirts, including the Hulk on a Celtics shirt and of course the infamous one for the (cough, cough) world champion Miami Heat.