BASIC Launches New Digital eCommerce Experience for Russell Athletic

Work Posted on — 08.08.2017

BASIC Launches New Digital eCommerce Experience for Russell Athletic

We’re proud to announce the launch of the new, an eCommerce website that showcases high performance athletic wear for teams, players, and everyday athletes across the world.

Through our ongoing partnership with Fruit of the Loom Inc., we worked side-by-side with their internal team at Russell Athletic to develop a new strategy, brand, and digital design direction for the new 

As their brand strategy and eCommerce design partner, our team was responsible for creating new standards and guidelines that surface over 100 years of experience through a new online flagship store for the modern consumer. Throughout our partnership, we found new ways to elevate the product presentation, education, and story, across the new digital eCommerce experience. 

“The new represents our ongoing effort to help their internal team better understand how to bring their brand forward online. We heavily focused on defining a new digital strategy and visual design aesthetic that places products in context and focuses on driving transactions.” explained BASIC CEO & Executive Creative Director, Matt Faulk.

We worked directly with their internal team to provide new ways to merchandise their products online across multiple product offerings. Our digital strategy focused on introducing a mobile-first user experience with a simplified design language and updated photography guidelines. The new site brings consistency and clarity to the brand and pushes user discovery across mens, womens, and youth offerings. 

Having a world class website and brand experience is critical to our efforts to strengthen the connection with our consumer and further a strategy to grow our digital presence. The team at BASIC delivered on all aspects to create a new home of the brand and they have provided Russell Athletic with design and functionality that will enable true consumer relationships.

Matt Murphy, VP Marketing, Russell Athletic

The entire site is built using toolkits over templates, allowing their internal marketing and design teams to quickly update seasonal collections and product offerings using a set of custom pre-designed modules. 

Check out the new Russell Athletic eCommerce website and look out for the detailed case study, coming soon.

About Russell Athletic

For more than 100 years, Russell Athletic has been manufacturing the latest in athletic apparel to help athletes perform at their best every day. Russell Athletic's apparel and collegiate licensed products are distributed and marketed through national retailers, wholesale partners and college bookstores. For more information, please visit

BASIC is a brand strategy and digital design agency that brings brands and culture together. Creating on the principle that culture drives commerce, BASIC leverages shared values and ideals to inform strategy and design, making digital experiences that inspire human interaction.

With a growing client list of the world’s leading passion-brands, BASIC specializes in millennial insights, strategy-driven and design-led brand development, user experience and digital innovation. 2016 awarded BASIC 7 Webby Award Recognitions, including shopping site of the year, best practices finalist, as well as honoree awards for mobile shopping and three other categories. BASIC also earned two site of the year recognitions at the 2016 OMMA awards in the fashion and retail categories.