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ATLANTA 11.24.06 - On the football field, competition is fierce. Almost as fierce as the battle in the trade channels where Russell Athletic Team Sports lines up against industry giants like Nike, Adidas and Under Armour. With 2007 fast-approaching, and three critical new product launches in the works, Russell turned to huey+partners for a fresh, impactful approach.

The result is a campaign that carves out a unique identity for the new XC Jersey, NXT Compression Performance Wear and Original Team Issue Fleece. Utilizing four-color product photography juxtaposed against flat art, the campaign creates a cohesive look and feel across all product lines. It’s a distinct break from Russell Athletic’s traditional approach and a signal of the new attitude within the company. The marketing campaign consists of print, web, point-of-sale and direct mail.

“The team at h+p was able to quickly understand our needs from a brand and product perspective. They were able to do in weeks what other companies would have needed months to do. The creative nailed it.”

- Andre Murphy, Category Manager, Russell Athletic Team Sports

Huey+Partners is an award winning, full service advertising agency known for brand building creative work. They are based in Atlanta and their clients and client experience includes Mizuno USA – both their Golf and Running Divisions, The Daily Report, Russell Athletic, Spanx, WeatherBug, Hitachi Power Tools of North America, CBL Properties, Cox Communications, The International Design Guild, Do-It-Yourself Network, JERZEES Apparel and AT&T Broadband to name a few. Huey+Partners was formed by Ron Huey whose creative work for Lexus helped launch the brand in the early 90’s at Team One Advertising. Ron also worked for The Martin Agency where he helped oversee the Mercedes-Benz and Wrangler Jeans accounts. Along with Ron, the agency leadership team includes Michelle Montgomery, Director of Account Management, and Scot Crooker, Associate Creative Director.