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RUSSELL ATHLETIC TAKES CONSUMERS BACK TO THE 80s WITH NEW VIRAL

Legendary sportswear brand Russell Athletic celebrates its return to the UK with the launch of a fun viral experience that lets consumers be the star of their own retro movies – the‘80s-izer’. The site is now live at http://80s-izer.russellathletic.eu/

Created by Neoco and our friends at Frank PR the tongue in cheek site allows consumers to upload photos of themselves, friends, family or anyone else into the 80s-izer where they can star as a number of classic 80s characters in a series of short films. The site also allows users to Twitter and Facebook their films.

Starring a roller skater, muscle beach body builder, break dancer, American footballer and a trio of aerobics instructors, the Russell Athletic viral has been inspired by the return of the 80s in popular culture and its roots as a classic American college brand.

The viral is a celebration of an iconic decade – one synonymous with the rise of Russell Athletic and its legacy as one of America’s largest sports and athletic apparel producers. The site also showcases the Russell Athletic SS10 collection.

Founded in 1902, Russell Athletic is the original American sportswear brand. The Russell Athletic heritage began in Alabama, with just eight knitting and 12 sewing machines, plus a focus on developing quality fabric. From these humble origins, the brand has grown into one of America’s largest sports and athletics apparel producers. During its 107 year history, Russell Athletic has dressed American athletes across field, track and court – including stars of the Major League Baseball, the NBA and the AFL.
This is one of many numerous fashion/ sports related activity by Neoco for an impressive and growing client list. If you are looking to use innovative digital marketing to reach your audience, contact Benn at Neoco on benn @ neoco.com or 020 7025 6940.