Printwear & Promotion The Total Promotional Package
As Russell Europe rebrands to Russell Athletic, the brand has shared photos from its lifestyle shoot that took place in Munich.
With the help of a renowned Swiss fashion photographer and a team of up to 19 people comprising models, stylists, hair and make-up artists and production crew, impressive lifestyle and campaign shots were taken over the course of nine days in June.
The shoot comprised 55 key styles from the Russell Athletic collection, which were showcased in a total of eight locations – game day energy and impressive size in the Olympic Stadium, modernity and urban flair in a trendy hotel, carefully considered function and precision in a doctor’s surgery, and power and drive in an industrial plant, to name but a few. The variety of locations reflected the scope of Russell Athletic products – teamwear for sport and leisure, corporate wear for a more sophisticated look and workwear for everyday professional use. In addition, contemporary, high-definition video formats ensured moving content, which will be used for a wide range of marketing purposes. The resulting image material forms the visual basis for the new, uniform brand identity.
The shoot created the basis for the new brand identity – from 2026, Russell will appear entirely under the label Russell Athletic in Europe.
The transition from Russell Europe to Russell Athletic brings the brand back to its roots and combines European product quality with the international vibrancy of the original American label.
