Breathe Interactive Revamps Russell Athletic

ATLANTA Russell Athletic said it has relaunched its Web site using XML (extensible markup language) with Flash.

The redesign, conceived by WestWayne’s Breathe Interactive in Atlanta, provides “an extremely flexible platform for updates and future expansion,” said Heidi Klein, managing partner at Breathe, a WW subsidiary.

“It’s very experiential,” said Klein. “It incorporates a lot of Flash applications, a lot of imagery and user experience tools to compel the user to engage with the site content and the product offerings.”

Equally significant, said Klein, the new Internet site now unites the company’s core markets—retail consumers and coaches (or business-to-business clients.)

The site, which launched Saturday, features the client’s “Are you Russell material?” TV spots, its Road to the BCS online game and an interactive movie about the company’s 101-year history.

Content integrates the Atlanta-based sports apparel maker’s corporate history by illustrating athletic accomplishments of teams and associations wearing the client’s gear.

“We’ve also added an application that highlights the company’s High Performance line,” said Klein. She explained that visitors to the Web site could discover which gear to wear by typing in specific climactic situations.