Popeye x TWL Partnership Brokered by Merchantwise Licensing Will Bring Popeye,
Olive Oyl and Bluto to Men’s and Women’s Sportswear and Accessories in Australia


The world’s most beloved sailor man has just announced the launch of the first ever

Australian Popeye sportswear collection with popular online fitness label, The WOD Life.

Available now, the limited-edition range of fashionably branded Popeye high-performance, athletic apparel includes an assortment of shorts, bras, crops and tanks for men and women. Tough, brave and compassionate, Popeye’s personality shines across the branded collection, from sports and training accessories, including a scrunchie, printed socks and a headband, to quick dry towels and face masks. A perfect collaboration for The WOD Life, who sees a strong correlation between its loyal customer base and Popeye’s tough yet fun-loving nature, the range also features the iconic and incredibly familiar Bluto and Olive Oyl. The collaboration also includes training gear that will help any athlete stay strong to the finish — wrist wraps, strength wraps, a 4-inch Velcro lifting belt and knee sleeves.

The WOD Life will be heavily supporting the range with a ‘hype’ campaign prerelease followed by an early access marketing activity ahead of the launch at the end of this month. And it will continue to drive extensive marketing, digital, media and influencer outreach campaign through the life of the collaboration.

The deal was brokered by King Features’ local agent, Merchantwise Licensing.


About Merchantwise Licensing

Merchantwise Licensing is a leading entertainment brand licensing and merchandising agency in Australia and New Zealand, representing some of the world’s best loved brands and developing compelling brand extensions and retail programs for consumers of all ages. Visit merchantwise.com.

Merchantwise Licensing is part of the Merchantwise Group, a full-service brand agency headquartered in Melbourne, Australia, with offices in Sydney and Paris. The Merchantwise Group undertakes creative and digital marketing, promotions, brand licensing and extensions for some of the world’s best loved brands.

About The WOD Life

Established in 2013, The WOD Life was started to help athletes discover what they are capable of. Stocked with high quality training products and paired with expert advice and lots of motivation, The WOD Life is more than just an online store, it is a community.

From humble beginnings, The WOD Life has grown to become one of the largest online sports stores in Australia and is growing quickly worldwide. The WOD Life is well known for their curated range of training brands and their own unique range of apparel and accessories. Visit https://thewodlife.com