From Russell Europe to Russell Athletic  

A global brand identity for a strong future 

Russell Europe is initiating a significant brand development: From 2026, the international textile brand will operate entirely under the name Russell Athletic, with corresponding branding. The gradual transition will begin in the autumn of this year and marks the adaptation to a globally uniform brand identity – back to its roots in the USA. Founded in 1920 by Benjamin Russell, the inventor of the sweatshirt, in Alexander City, Alabama, the brand has been a success story ever since.

The new branding combines the long tradition and appeal of Russell Athletic with the product quality of Russell Europe, which is well established in Europe. The company intends this step to create a consistent brand image across all markets and strengthen the brand’s international position. The first products bearing the new Russell Athletic label will be available in the coming months. Items with the previous label will remain in the range until the changeover is complete.

The brand’s focus remains clear: high-quality team and sportswear that combines quality, comfort and durability. Whether for sports teams, companies or organisations, the range meets the demand for functional, durable and stylish clothing that ensures a uniform appearance. From T-shirts to versatile sweatshirts, the collection is characterised by materials, fits and designs that are geared towards team spirit. “Full integration into the global brand world of Russell Athletic creates a look that combines heritage and modernity – a milestone in the history of the brand and a clear commitment to quality and international unity,“ the announcement continues. www.russelleurope.com

Pictures: Russell Europe