Ideas

Settle Your Score

More than 100 years ago, Russell Athletic was born on the playing fields of America. Now, in an era of decreasing team sports participation and increasing ego, hype and selfishness, the brand is back to defend team sports in the U.S. and take real actions to help teams overcome the challenges they face.

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The first action: #SettleYourScore. Instead of celebrating the champions, Russell Athletic partnered with six high school football teams that lost the state championship by a touchdown or less, turning the one thing that haunts them into their ultimate motivation. To bring this idea to life we partnered with Robert Clark, the photographer behind the original Friday Night Lights. The work we created earned a feature story in USA Today and coverage from multiple industry trades, including an Adweek “Ad of the Day.”

 

To us, Team is not staged or scripted. So the voice of this campaign needed to come from the teams, towns, and coaches themselves.

Matt Murphy

VP Marketing, Russell Athletic