Relaunching a legacy brand for consumer love.

Russell Athletic

More than a 100 years ago, Russell Athletic was born on the playing fields of America. But in recent years, the uniform brand had lost its market shares to large competitors, unable to match multi-million dollar marketing budgets and celebrity endorsements.

Modern Consumer Insight

In a world that celebrates the ego and individual, the modern consumer needs a defender of team.

Challenge

The heritage brand needed to claim its ground among the marketing behemoths and look bigger than its budget to gain a new generation of athletes, parents and coaches.

 

Solution

Skipping the pro endorsement deals, Russell Athletic partnered with six high school teams that lost the state championship by a touchdown or less for a season-long campaign to stare down and overcome that loss. Russell partnered with legendary photographer Robert Clark to create six documentaries and partnered with student photographers to create more than 300 pieces of original content that hit the raw emotion of team sports.

Results

238M

earned media impressions


15M

video views


180M

increase in online
apparel sales

Awards

ADDY Award Gold 2016

Addy Award Gold 2016

Cannes Short List 2016

Clio Sports Award Bronze 2016

Clio Sports Award Gold 2016