• by Tanya Gazdik , Yesterday

Jeep and Marvel are joining for a “sweeping” marketing campaign that unites two American icons and celebrates their 85-year legacies: the Jeep Wrangler and Captain America. 

Both brands were “born” in 1941 and were shaped by a shared legacy of courage, adventure, freedom and service, according to Stellantis, Jeep’s parent company. 

The effort begins today with the Twelve 4 Twelve reveal of the 2026 Jeep Wrangler America250 edition, featuring an exclusive Captain America shield tire cover.

The partnership was brokered by Disney, which owns Marvel Entertainment.

Creative includes "Origin Story,” a 50-second video blending animation and a comic book aesthetic, from Highdive. It launches today and will run across social media channels.

The spot, which blends animation and a comic book aesthetic, supports the Wrangler A250 special edition.

The deal includes a unique freebie: A limited-edition comic book cover from Marvel Comics Group featuring Captain America is exclusive with Jeep Wrangler America250 purchas

As America officially celebrates its 250th anniversary on July 4, the brand will launch the second phase of its advertising campaign, "The Original Superheroes," anchoring the brand's Summer of Jeep campaign.

The campaign reframes heroism by spotlighting actual U.S. military veterans whose missions Jeep vehicles once supported on the front lines. The WWII-era Jeep Willys was air-dropped directly onto battlefields, delivering critical mobility that helped U.S. soldiers achieve victory on the ground.

The collaboration will include a co-branded marketing campaign across the Jeep brand portfolio in late 2026, supporting the theatrical release of Marvel Studios' "Avengers: Doomsday" in theaters Dec. 18. 

Olivier François, global chief marketing officer, Stellantis, declined to say whether the Jeep brand will be featured in the movie. 

Stellantis wanted to do something more meaningful and distinctly Jeep, he added.  

“We felt there was an opportunity to do something more meaningful than you know, we could just put an American flag on a car and call it a day,” Francois said during a media event today. "This is not how we do things. We are more passionate than that."

The Jeep Wrangler has long been regarded as an enduring symbol of freedom around the world, and this moment called for an expression worthy of that legacy, Francois said. 

"We teamed up with Marvel to bring the Captain America shield -- one of the most iconic symbols in pop culture -- directly onto the vehicle as a tire cover of the Jeep Wrangler A250 edition,” he said. “In doing so, we flipped the usual model: instead of product inspiring marketing, marketing inspired the product.”

The effort is both tactical and brand-building, he said. 

“I do 1000s of commercials every year across all brands and countries and regions, and unfortunately, so often, the tactical campaign feeds the sales, but it pumps out the brand equity,” Francois added. “Then you need to refill brand equity with bigger campaigns and brand-building campaigns. This is an example where you can go tactical, you know, create interest, drive traffic to the showrooms and so on, while actually feeding the brand with a lot of equity.”