Russell Athletic (brand)
in Alexander City, Alabama
|North America, Europe|
Russell Athletic is an American athletics brand. It is the main brand of the eponymous American company and its manufacturer and marketer Russell Brands, LLC.. Founded in 1902, the company produced uniforms for a wide range of sports, such as American football, basketball, baseball, softball, and volleyball. The company supplied jersey uniforms and apparel for many professional sports teams of the major leagues in the United States of America, and also high schools, colleges, universities, and minor league teams until it shut down its team uniform division in 2017; it was reactivated in 2018 through an agreement with Augusta Sportswear. Today, the company primarily focuses on activewear for the consumer market.
- 1 History
- 2 Sponsorships
- 3 References
- 4 External links
The company was founded by Benjamin Russell in Alexander City, Alabama, in 1902. The original mill produced women's undershirts and children's undergarments. The mills beginning capacity was 150 garments daily. During the 1910s, Russell Manufacturing Co. become an established business. In 1920 Russell Sr. & Jr. created the first cotton jersey that is now known as the sweatshirt. By 1925 long underwear, sweaters, athletic shirts, and women's bloomers were added to the production of women's vests, making a more complete product line.
1932 saw how Russell acquired Southern Manufacturing Company, which gave the company access to athletic team apparel. With it, the company became Russell Southern. This was the beginning of the Russell Athletic division's cutting and sewing operations. Later in 1938, Russell began making woven athletic garments, including basketball, baseball, and football pants and jackets.
In 1941, founder Benjamin Russell died on the 16th of December and the reins of the company were passed to his son Benjamin C. Russell. During World War II, Russell's 'Athletic' Division sold primarily to the military. Shirts, drawers, T-shirts, athletic garments, and special outer garments were made for the Army and Navy. Benjamin C. Russell died in 1945 and was succeeded as president by his brother, Thomas D. Russell. After the War, the company embarked on further expansion and development throughout its knitting, weaving, dyeing, finishing, and cutting departments.
During the 1960s, the 'Athletic' division was the largest marketer and manufacturer of athletic apparel and uniforms in the country. In 1962, Russell Manufacturing Company's name was changed to Russell Mills, Inc. In 1973, Russell Mills' name was changed to the Russell Corporation, and the company expanded manufacturing across the Southern USA, also to Latin America and Scotland.
In 1992, Russell Athletic dealt a five-year contract to serve as the exclusive producer and marketer of athletic uniforms for most Major League Baseball (MLB) teams. The contract also stipulated that the company held the exclusive right to manufacture and market replicas of major league uniforms, T-shirts, and shorts. The contract was extended after that period to 1999; after which there was no exclusive uniform supplier to MLB, but continued to supply uniforms to some MLB teams through the end of the 2004 season, when Majestic Athletic became the exclusive supplier to uniforms to MLB, which will continue until 2020, when Nike takes over the MLB uniform contract.
On April 17, 2006, Berkshire Hathaway agreed to purchase 100% of Russell. Finally on August 1, 2006, Russell shareholders approved the sale of their firm to Berkshire Hathaway for $18.00 per share in cash. The acquisition was successfully completed on the following day. Russell's brands joined Fruit of the Loom in the Berkshire Hathaway family of products.
Over the last decade Russell Athletic has expanded under licence of Russell Brands to a number of markets around the world focusing on their signature authentic American sportswear and the story behind the invention of the sweatshirt. The largest market outside the USA is Russell Athletic Europe which is operated by Future Brands Ltd in London a subsidiary of the Batra Group. Following their success in Europe, Russell Athletic also operates in Australia , Japan and South Africa under licence of Russell Brands. Currently Russell Athletic has a team of well known brand ambassadors representing the brand in their local markets, ranging from Olympic swimmers Stephanie Rice and Ellie Faulkner to number of professional Rugby Union and Rugby league players in England and South Africa such as Sailosi Tagicakibau, Cheslin Kolbe, Shaun Lunt, Ryan Atkins, and Stevie Ward and professional health ambassadors and Yoga ambassadors such as Samantha Laura Kaye. In early 2015 Russell Athletic Europe visited one of their factories and filmed the process of the making of a T-shirt, out of this footage they created a successful time lapse video called The T-Shirt How It's Made
In October 2010, Russell Athletic signed with the famous team and entertainment show The Harlem Globetrotters to provide them official uniforms, practice, and travel gear. The deal was to run through the end of 2013.
Refocus on Consumer Apparel, Exit from and Re-entry to Uniform Manufacturing
On September 28, 2017, Russell Athletic said it would be exiting the team uniform manufacturing business after 115 years, and the company would be refocused on activewear for the consumer apparel market. The company cited that companies like Nike, Adidas, and Under Armour (which all started making athletic footwear) starting their own team uniform units, and as a result eating away at Russell's market share in that department was a contributing factor in discontinuing Russell's team uniform manufacturing business. However, on June 7, 2018, the company would be restarting its uniform manufcuturing department, via a partnership with Augusta Sportswear.
- Cleveland Browns
- Kansas City Chiefs
- Indianapolis Colts
- Dallas Cowboys
- Miami Dolphins
- Philadelphia Eagles
- Atlanta Falcons
- San Francisco 49ers
- Detroit Lions
- Houston Oilers
- Green Bay Packers
- New England Patriots
- Los Angeles/St. Louis Rams
- Baltimore Ravens
- Washington Redskins
- New Orleans Saints
- Minnesota Vikings
- San Diego Chargers
- Company Overview of Russell Brands, LLC on Blumberg website
- "The History of Russell Athletic". Russell Athletic. Retrieved 30 January 2018.
- "Russell Athletic Brand Book". issuu. Retrieved 15 March 2018.
- "Russell Corporation - Company Profile, Information, Business Description, History, Background Information on Russell Corporation". www.referenceforbusiness.com. Retrieved 9 November 2018.
- "Russell Athletic - Samantha Kaye". www.russellathletic.eu. Retrieved 9 November 2018.
- Russell signs a deal with the Globetrotters Businesswire.com
- "Russell Athletic to dress world-famous Harlem Globetrotters". Retrieved 9 November 2018.
- "Russell to cease production of athletic uniforms - The Alexander City Outlook". 28 September 2017. Retrieved 9 November 2018.
- Corrigan, John (June 7, 2018). "Augusta Sportswear Partners With Russell Athletic". Encyclopedia of Things. ASI Central. Retrieved June 7, 2018.
- "Russell sponsorships in the 90s - European site". Retrieved 9 November 2018.