In a world that celebrates the ego and individual, the modern consumer needs a defender of team.
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.
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.
earned media impressions
increase in online
Settle Your Score
ADDY Award Gold 2016
Addy Award Gold 2016
Cannes Short List 2016
Clio Sports Award Bronze 2016
Clio Sports Award Gold 2016
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