The SPW Channel

Russell Athletic Launches New Campaign with The Richards Group
Sporting apparel innovator Russell Athletic is debuting a new creative campaign by Dallas independent The Richards Group. The campaign, called “Style Points,” features real athletes and will support the launch of Russell Athletic’s moisture-wicking Dri-Power® line. The campaign will include television, radio, print and online ads that showcase athletes playing baseball, basketball, football, running and X-training.  “We tapped athletes who truly push themselves to the extreme and then filmed them at intense levels of physical performance,” said the spot’s Director Jeff Bednarz.  “The combination of the Phantom and 16mm film made for a beautiful visual study of motion.”  The television spot, also called “Style Points,” was shot using Phantom® HD digital high-speed motion photography. The television spot will debut on August 10, 2010, during the Little League World Series on ESPN and will air nationally throughout 2011.  >>Full story and credits here.

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