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ATLANTA Russell Athletic is set to introduce a new campaign under the tagline “Are you Russell material?” this month.
The effort, from Atlanta’s WestWayne, mixes print in Sports Illustrated, Men’s Fitness, Shape and trade magazines with interactive ads on ESPN.com, CNNSI.com and Yahoo! Sports. Additional marketing includes signage as well as ads in Major League Baseball and college game programs.
A budget was not disclosed. Spending for the brand has been shrinking steadily. In 2001, the Atlanta company spent $7 million, but only $2 million from January to November 2002, per CMR.
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