Sweating
the details.

Russell Athletic: Major League Funk

Russell Athletic was launching their newest product invention, odor-blocking underwear, in Walmart stores nationwide for the spring and summer season.

Modern Consumer Insight

Today’s consumer has come to ignore today’s “technologies” and boring product demos, but still needs proof, especially with underwear.

Challenge

We needed a new kind of role model and product demo that would break through and speak to our male audience.

Solution

We went to the stickiest, sweatiest place on earth: the briefs on minor league mascots in some of the hottest cities in America. We created a series of hilarious short films about how we have tested our latest briefs on minor league mascots with major league funk—and it worked.

Results

Successful nationwide launch, beating sales projections