Russell Athletic Introduces "Dear Seniors" Program, To Premiere New Commercial At Russell Athletic Bowl
Content Features Letters from Coaches to Seniors Highlighting Team Life Lessons
BOWLING GREEN, Ky., Dec. 28, 2016 -- For most senior football players, the conclusion of the season means turning in your uniform. What is never handed in, however, are the lessons players learn, the respect earned, and the family created from team bonds forged by their coaches. Those are worn for life. Russell Athletic is bringing those lessons to the forefront with its "Dear Seniors" program.
"Dear Seniors" shares emotional messages from real high school coaches to their seniors, focusing on the life lessons learned from being part of a team. This effort, led by a new commercial to air during the nationally-televised Russell Athletic Bowl, will be complemented with a robust digital and social content campaign. The content culminates the Team On "Settle Your Score" campaign that debuted during the high school football season telling the untold stories of six teams that turned the one thing that haunted them from their state championship loss into their ultimate motivation.
New “Team On” campaign and #SettleYourScore series tells the untold story of high school teams that lost their state championship by a touchdown or less
Bowling Green, KY. (July 28, 2016) - More than 100 years ago, Russell Athletic was born on the playing fields of America. Now, in an era of decreasing team sports participation and increasing ego, hype and selfishness, the brand is back to defend team sports in the U.S. and take real actions to help teams overcome the challenges they face. A national study conducted by Russell Athletic found that teams are not made in the game. According to coaches, teams are forged either in practice (50%) or off-the-field (47%). So this year, Russell Athletic will highlight the untold stories of how teams are formed and foundations for success are established.