Founded in 1902 by Benjamin Russell, the brand built its foundation on team uniform development and sweatshirts. Russell took a major shift in its business in 2018 when they chose to cut all sponsorships of sporting events and stopped making uniforms altogether. Their motivation had shifted and the audience was different. Their new target? Streetwear-loving millennials.
VOE x Tracy Mills Collaboration - Copy Writing + Community Management
When you stop doing what you’re known for, you turn to the experts for help. Tracey Mills, a streetwear designer and former creative partner of Kayne West, was the exact help we needed. Already having street cred and access to influential figures, it was the perfect partnership to put Russell Athletic back on the map.
Respecting their past, the new ‘Heritage’ line was designed with the old Eagle R logo in mind. When the content dropped, people went crazy. Bella Hadid, Justin Bieber, Nick Young and others posted photographs of the new apparel and followers stormed our DMs asking where could they cop the new gear.
We hosted a pop-up shop at Barney’s in NYC, the mecca for fashion, to continue this clothing line’s momentum. I was in charge of writing copy for the launch and managing social interactions with influencers and fans.
Fresh Force - Community Management
Russell Athletic split their brand into two. One part being the cool street wear tailored towards Millennials and the other sold at major retailers like Walmart. Minor League Mascots dance, sweat, and chafe in their suits. These Minor League Mascots, suffer from Major League underwear funk. Russell set out to fix this… in an oddly, sweat-free way. Their Russell FreshForce underwear contains an odor blocking technology. This was a three part campaign that lived on social with various cut downs that I community managed.