ATLANTA Russell Corp. has tapped Match to handle advertising for Moving Comfort, the client confirmed.
The Atlanta-based client wants to increase market share by expanding distribution of its women's activewear from athletic stores like REI to mass sporting goods merchants like Sports Authority and Dick's Sporting Goods, said company spokesperson Kim Evans. "We want to grow awareness while not losing focus on the running specialty where the brand has its base and heritage."
Match won the account, which includes creative and media chores, against independent crosstown rivals WestWayne, Emergence Creative Labs, Drive and Point B, sources said. Billings are not disclosed.
Media plans have not been decided. Evans said Match would work on creating advertising, in-store signage, public relations and event marketing. The agency will also redesign the advertiser's Web site. First work, probably print, will break in early 2004.
"Match was founded to work on an account like this," said agency founder B.A. Albert, who added that the shop's experience with Vanity Fair gave it an inside track. "It also helped that we have a lot of athletes on staff and that this is a company owned by women with experience marketing to women."
Russell acquired Moving Comfort, located in Chantilly, Va., in August 2002. Founded in 1977 by Ellen Wessel and Elizabeth Goeke, the product line will retain its slogan, "A fit woman is a powerful woman."