In the manifesto for a merchandising relationship between Marvel and Kohl's, I connected the Marvel brand – trying to better tap its cross-demographic appeal – and the Kohl's brand – seeking to energize its family-oriented identity. Buyers laughed, marketers nodded along, the room loved it.
Not everyone can stumble into an excessive burst of gamma rays.
And while not just anyone can turn into a hulking green superhero and save the nine worlds from obliteration, anyone can go to a theater, fire up Netflix or pop by the comics shop and see the stories of someone who has. Anyone.
It’s inspiring to watch exceptional people (mutants and otherworldly beings included) embody our inner strengths. It’s empowering to know those characters feel as meek as we do at times, and that they, like us, are still able to overcome all odds (and/or Ultron).
It doesn’t matter who you are: An everyman, an expectant mother, a kid with missing teeth, a family headed on the ultimate road trip — everyone can see a bit of Hulk or Thor or Cap in themselves. And wearing the SHIELD is a reminder of that strength: Even if they can’t be superheroes, they can find the might to be super heroic with Marvel and Kohl's.