Russell Athletic Selects BASIC as Digital Strategy and eCommerce Partner

Work Posted on — 12.19.2016

Russell Athletic Selects BASIC as Digital Strategy and eCommerce Partner

We’ve been selected by Russell Athletic, a Fruit of the Loom Inc. company, as their new brand strategy and eCommerce design partner.

Athlete Wearing Blue Russell Athletic Mens Shirt

This new partnership grew out of a need to evolve Russell Athletic’s brand into the digital space and leverage their 100 years of experience in sportswear through a new online flagship store.

“It’s an amazing opportunity to be selected to collaborate with the team at Russell Athletic,” explained Matt Faulk, BASIC CEO & Executive Creative Director. “As creative partners, we’ll be able to leverage our understanding of youth culture to drive a new digital eCommerce experience and expand the Russell brand into broader markets; more specifically targeting millennials and gen-z consumers.”

As their brand design partner, we’ll also look to create new standards and guidelines that will help Russell Athletic showcase their high performance athletic wear for teams, players, and everyday athletes across the world. Our goal is to provide a stronger eCommerce presence by working directly with their internal team to find new ways to elevate the product presentation, education, and story across the new digital eCommerce experience.

Matt Murphy, Vice President of Marketing for Russell Athletic, noted that his team chose BASIC because of their proven ability of truly understanding the brand’s identity and casting that vision online in an engaging eCommerce experience.

"BASIC is a true partner who is helping us achieve the goal of building a modern and relevant home for the Russell Athletic brand online," Murphy said. "A direct relationship with our consumer must explain our promise and what we stand for, and we look forward to completing this exciting journey with the BASIC team."

The project is currently underway and will be built using Salesforce Commerce Cloud (formerly Demandware) eCommerce platform. The new website is expected to launch in 2017.

About Russell Athletic

For more than 100 years, Russell Brands, LLC, has supplied America's athletes and teams with the latest innovations to help them perform at their best and is a leading supplier of apparel and team uniforms at the high school, college and professional levels. Russell's collegiate licensed products and athletic wear are broadly distributed and marketed through department stores, sports specialty stores, retail chains and college bookstores. Russell Athletic is the expert and defender of team sports in America. We take actions to build stronger teams. We stand for the fundamentals. Team On.


BASIC is a brand strategy and digital design agency that brings brands and culture together. With a belief that culture drives commerce, BASIC leverages shared values and ideals to inform strategy and design, creating experiences that inspire life and inspire action.  With a growing client list of world-class passion brands, BASIC specializes in millennial insights, strategy-driven and design-led brand development, and digital innovation / user experience. This year, BASIC earned 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 within the fashion and retail categories.