Russell Europe to become Russell Athletic

From 2026, Russell Europe will be known as Russell Athletic as the international brand takes on a globally consistent brand identity.

This adjustment takes the brand back to the company’s roots in the USA where it was founded in 1920 in Alexander City, Alabama by Benjamin Russell, the inventor of the sweatshirt.

The new branding combines the long tradition and vibrancy of Russell Athletic with the European product quality of Russell Europe. This step will create a consistent brand image across all markets and strengthen the international positioning of the brand. The first products sporting the new Russell Athletic label will be available in the coming months. At the same time, items with the current label will continue to feature in the range until the transition is complete.

The focus of the brand remains clear – high-quality teamwear and sportswear that combines quality, comfort and durability. The range covers the need for functional, durable and stylish clothing that ensures a uniform look – whether for sports teams, businesses or organisations. From T shirts to versatile sweatshirts, the collection is characterised by fabrics, fits and designs that express team spirit.

The full integration of Russell Athletic into the global brand world will create a look that combines heritage and modernity – a milestone in the history of the brand and a clear commitment to quality and international unity.