Huey/Paprocki Fits Jerzees to a T

ATLANTA Sportswear manufacturer Jerzees has selected Huey/Paprocki as its lead agency, the client confirmed.

Jerzees, the mass-market retail division of Russell Corporation, chose the Atlanta agency following an informal evaluation of local shops that included Fricks/Firestone and Sawyer Riley Compton, sources said. Previous advertising had been handled by Interpublic Group’s Fitzgerald + Co., also in Atlanta.

The client had ceased advertising about a year ago, according to sources. The search for a new agency followed consumer research conducted by the company.

Efforts from Huey/Paprocki will position the advertiser as a brand that “embodies an active lifestyle.” Earlier work touted product comfort and fit. A new national campaign is expected in the second half of this year. Billings were not disclosed.

“Huey/Paprocki came to the table with energy and enthusiasm,” said Jonathan Matthews, client vice president of marketing and merchandising.

Jerzees competes with Hanes and Fruit of the Loom. Russell brands include Russell Athletic, Mossy Oak, Cross Creek, Discus, Moving Comfort and Bike.