Russell Athletic Rebrand
2024
Russell Athletic
Rebrand, Strategy, Positioning, Copy, Multiple Integrated Campaigns
I grew up playing Little League in New Jersey wearing Russell Athletic uniforms (Dickie Dees North Newark Champs ‘84!). I had a really strong connection to this brand. Russell literally invented the sweatshirt.
Being able to help a new generation of kids (and adults) discover their own love for sports was a huge privilege.
I was able to take that history, and that love for being a clutch player and boil it down to one thing.
Stitched for Authenticity.
After creating a new visual language, a new voice and a new feel, we got Russell back into the world.
Through print, social, digital, influencer and e-commerce we told people about who invented the sweatshirt.
Taylor Swift has been spotted rocking gear more than once. You can’t beat that for an endorsement.
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