The “80s-izer”, invites consumers to star in their own 80s-style films and share them via Facebook and Twitter.
By uploading photos of themselves or friends into the “80s-izer” they are transformed into a selection of typical 80s characters, including a roller skater, break-dancer or aerobics instructor.
The brand says the viral is a “celebration of an iconic decade synonymous with the rise of Russell Athletic” and is inspired by the return of the 80s style to popular culture.
The viral website also showcases the Russell Athletic spring/summer 2010 collection.
Russell Athletic is one of America’s largest athletic apparel brands and has dressed professional players in Major League Baseball, the American Football League (NFL) and the National Basketball Association (NBA).
The Russell Athletic distribution licence for the UK is held by Mint Apparel, a trading company of the Integrix Sports Group. Integrix also owns the Fila sportswear brand.
The viral was created by Frank PR and digital agency Neoco.