Repositioning America’s Original Sweatshirt
Russell Athletic hired us to reposition their brand for the next generation. We re-anchored the iconic R from the past to help articulate their future. The mark represents a structured level of tradition and athleticism – the manifestation of their unique character, products, and styles. It is stylish and established, fresh yet timeless. We provided a framework through which all brand decisions are made, from tone of voice, to typography, color, art direction, and beyond. Together these elements created an identity system that is flexible and powerful, and allows for a unified representation of their global brand.
At the turn of the century in Alabama, cotton was king, but football was a close second. For Benjamin Russell, growing up in Alexander City, Alabama was tough. After a fire in 1902 that destroyed most of Alex City, Russell rallied to rebuild his city. The town helped shape the brand’s legacy and commitment to community, sports, and overcoming adversity. Today, Russell Athletic embodies Benjamin Russell’s spirit by working with communities and supporting teams, whether that team be at home, school, or work.
The new strategy paved the way for the 2019 Spring Collection and KITH’s Colorful SS19 Capsule Collection with Ralph Souffrant shot by Justin Bridges which is the largest Kith collection (9,600 SKU’s) to date and sold out as it dropped.
Additional Credits: KITH, Matthew Luem (ethnography)