Russell Athletic supports relaunch with viral campaign

Russell Athletic, the American sportswear brand, has launched an 80s themed viral campaign to support its relaunch in the UK.

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.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here