Printwear & Promotion The Total Promotional Package
Russell Europe is celebrating 120 years of expertise with a new campaign called ‘We are the original’.
In March 1902, 26-year-old Benjamin Russell established the Russell Manufacturing Company in Alexander City, Alabama. This was the start of what would become the gold standard in teamwear, Russell Athletic.
The star of the campaign is the sweatshirt itself – the classic must-have for sport, leisure, and work. It was born from the idea that Benjamin Russell Jr., son of the brand founder and passionate football player, had for a versatile garment that has become a part and parcel of every wardrobe today.
In 1926, Benjamin Russell Jr. was fed up with his chafing uniform, so he proposed an idea to his dad: a comfortable, all-cotton football jersey. Four years later and the iconic crew neck sweatshirt began production in the Russell Athletic mills. The characteristic feature of the newly designed all-cotton garment was a small v-notch around the collar. This thicker, triangular piece of cotton helped collect sweat and control the stretching of the collar after years of wear.
Needless to say, sweatshirts are still popular, and widely known for their original use today: as comfortable sportswear. However, the iconic garments are also appreciated off the pitch – as a warming cover on colder days, a timeless component of fashionable layered outfits, or classic must-haves in teamwear. It could be said that no other garment is so well known for creating and showing a sense of community – be it in sports, at school, for leisure, or business.
Russell Europe also celebrates the tradition-rich brand history on the European market. With its campaign, ‘We are the original’, and a focus on the iconic sweatshirt, the brand stresses its pioneering spirit, its innovative strength, and the many years of experience gained in the production and printing of high-quality, long-lasting textiles for versatile applications.
