Sporting apparel innovator Russell Athletic® is debuting a new creative campaign by Dallas independent The Richards Group. The campaign, called “Style Points,” features real athletes and will support the launch of Russell Athletic’s moisture-wicking Dri-Power® line. The campaign will include television, radio, print and online ads that showcase athletes playing baseball, basketball, football, running and X-training. The television spot will debut on August 10, 2010, during the Little League World Series on ESPN and will air nationally throughout 2011.
“Our new campaign clearly shows the determination and stamina required during athletic training and how the Dri-Power line from Russell Athletic keeps athletes cool and comfortable,” said John Shivel, senior vice president of marketing and corporate communications for Fruit of the Loom, the parent brand of Russell Athletic. “Russell Athletic has more than 100 years of experience delivering what committed athletes need to perform their best and the Dri-Power line is the next evolution of that heritage.”
The television spot, also called “Style Points,” was shot using Phantom® HD digital high-speed motion photography. It begins with the phrase, “Style points don’t show up in the box score,” and highlights the work, pride, blood and tears that shape an athlete.
“The spot features serious athletes in the height of their training,” said Clint Carter, brand creative writer at The Richards Group. “Their training is hardcore and all business, just like Russell Athletic. The focus on athletes working their hardest and pushing themselves has a traditional feel that parallels the Russell Athletic brand.”
“We tapped athletes who truly push themselves to the extreme and then filmed them at intense levels of physical performance,” said Director Jeff Bednarz. “The combination of the Phantom and 16mm film made for a beautiful visual study
of motion.”
CREDITS
Client: Russell Athletic
Spot Title: “Style Points”
Break Date: 8/10/2010
Agency: The Richards Group
Chief Creative Officer: Stan Richards
Creative Directors: Rob Baker, Jimmy Bonner
Art Director: David Ring
Copywriter: Clint Carter
Agency Producer: Sheri Cartwright
Production Company: Directorz
Director: Jeff Bednarz
DP: Mark Thomas
Editorial Company: CharlieUniformTango
Editor: Jack Waldrip
Music Company: Beacon Street
PRINCIPAL TALENT
Baseball: Joey Waldrip
Stair Running: Meredith Ramsey
X-Training: Travis Williams
Running: Joe Perales
Basketball: Charlie “CJ” Carter
Basketball: Blake Davenport
Football: Trevoy Lenear II
About The Richards Group
The Richards Group, located in Dallas, is the largest independent branding agency in the nation. Agency clients include the standard-setting brands of Advance Auto Parts, Amstel Light, Bridgestone, Chick-fil-A, Firestone, Fruit of the Loom, GameStop, The Home Depot, MetroPCS, Motel 6, Orkin, The Patrón Spirits Company and Red Lobster. Total billings for the agency were $1.275 billion in 2009. The Richards Group can be found at www.richards.com.
