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Russell Athletic 80s-izer viral site continues to embrace social media

Staff (Social Media Portal (SMP)) - 02 March 2010

Russell Athletic 80s-izer viral site continues to embrace social media

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Sports brand Russell Athletic themed 80s viral site 80-izer continues to spark interest using social media


Sportswear brand Russell Athletic has continued to tap into the evermore popular 80s vibe with its 80-izer viral marketing microsite http://80s-izer.russellathletic.eu.   The site that launched last summer hasnít slowed down in capturing audiences interest and allowing them to create viral video that they can then share on the blogs, Facebook, Twitter and other social networks.
 
With the reaction of Knight Rider and the pending A-Team film, consumers are definitely feeling more nostalgic, reaching new audiences, young and old.  Russell Athletic tapped into this vein by building a site that allowing consumers to create four different viral videos; Breakdance, Football Trials, Muscle beach and Jazzercise that take a superimposed photograph placing it onto a pre-recorded video.  The campaign attempts to theme areas of activity that have an eighties feel about them; with imagery from breakdancers, aerobics, body builders and an American footballer.80s-izer site screen shot example
 
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. The brand has grown into one of Americaís 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.
 
The brand appears to have entered the social media realms by producing video placed in YouTube http://www.youtube.com/watch?v=kAZ7f86PFXU and organising competitions to raise the awareness of its re-entry to the UK market. With social media high on the agenda of many retail brands, they are increasingly finding more creative and interesting ways of reaching out to audiences.



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