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...