“Brand” new to South Africa

Russell Athletic produces high-quality sports, gym and active wear using durable, comfortable cotton and their world-famous hoodies and iconic logo design has fast become a must-have for trendy dressers. The combination of “American Classic” and “Outdoor Chic” gives their range an edge where fashion meets function.
Established in Alabama in 1902, Russell Athletic started with a few sewing machines and a dream. Today, more than 100 years later, their distinct active wear is available on six continents in countries such as Japan, Australia and Ireland. Since landing on SA shores in November 2013, Russell have partnered with Adlab to build the brand in the South African Market.

Marketing Strategy, Website, Social Media, Radio, Print Advertising PR, Promotions, blog and the appointment of a celebrity brand ambassador.

“We’re really excited about The Russell Athletic Brand. It has given us an opportunity to get involved in every aspect of brand building from product shoots to give-aways and our team often come to work in their ‘uniforms’, which include Russell’s trendy gear.”


Russell’s New Brand Ambassador

“I fell in love with the brand in 2012 when my best friend in the States sent me a Russell Athletic Hoody for my birthday. I love the quality and I’m impressed with the variety of styles, which suits my outdoorsy lifestyle.” Liezel van der Westhuizen – SA Brand Ambassador