VARIETY reports that Warner Bros. is launching a line of Supergirl merchandise to compete with Disney's lucrative Princess franchise. The life-style brand will be available at JCPenney. Five-time gymnastics Olympic medalist Nastia Liukin will serve as the spokesperson for the female empowerment brand.

Products will include t-shirts, dresses, dancewear and other apparel that feature the iconic S-shield logo. Pricing will range from $20 to $38. The first line will hit stores on July 20th.

JCPenney plans to heavily promote the products through circular advertising, direct mail, integrated social media, in-store promotions and Liukin appearances.

For the past four years, Warner has sponsored the female sports competition and music fest, Supergirl Jam. In the past month, it has launched the Nastia Liukin Supergirl Cup to celebrate rising female gymnasts.