This week saw the launch of Russell Athletics "80s-izer" campaign in the UK. The campaign sees Russell Athletic thrusting itself back into the market with a pretty cool online advertising suite; including a campaign microsite and online advertising, all done in a retro 80's theme. The campaign aims to deliver a 'viral' effect by allowing users to 80's-ize themselves into a movie, through the campaign microsite. The movie can then be pushed out to Facebook and Twitter directly through the microsite.
The site ultimately aims too recapture the popularity that Russell Athletic once had within the college / university 'pep' crowd. The campaign draws on the return of the 80s in popular culture and plays up Russell Athletic's roots as a classic American college brand. This campaign marks a strategic return to the UK market for the Sportswear brand, following a fairly quiet time since the mid-90's.
The site was created by Frank PR and also hosts a company timeline and a selection of products, although users cannot purchase them from the site.