True Since 1902 –
Russell Athletic
Russell Athletic has graced the sporting fields of America since 1902, most famously with the University of Notre Dame football team.
But do you take a rich history of American sports and make it relevant to young Australians? By owning a concept with timeless appeal: authenticity.
‘True Since 1902’ taps into Gen Z’s search for truth, both in a personal and communal form, all while keeping Russell’s iconic American eagle at the heart of our messaging.
Ownable and endlessly flexible, the platform celebrates the heritage of the Russell Athletic brand while inviting a new generation to express their authentic selves every day.
The campaign was shot by Jesper Nielsen and is currently running in outdoor and social.
