Russell Athletic: #SettleYourScore – How a 100-year-old athletic brand re-launched by defending the losing team

This case study explores how US athletic apparel and uniform brand Russell Athletic regained relevance among a new generation of athletes through a campaign defending the importance of team over individual glory.

Campaign details

Brand: Russell AthleticAgency: BarkleyMarket: US

Campaign Summary

Russell Athletic, a legendary 100-year-old US athletic apparel and uniform brand, had lost its market share to large competitors like Nike.

The brand thus decided to redefine its image for a new generation with a digital campaign championing the idea that Team is the one true sport:

  • Russell Athletic chose to skip the pros and individual egos and defend team sports by partnering with real high-school football teams that lost their state championship by a touchdown or less.
  • The goal was to reintroduce the...

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