Fenton Stephens

Russel Athletic 

The storied American sports apparel brand is back in the Australian game with a new brand campaign by Fenton Stephens.

Since 1902, Russell Athletic has graced the sporting fields of America, most famously with the University of Notre Dame football team. Now the brand is back in a big way with a new and progressive winter ‘23 range and fresh brand campaign to support.

Says Chris Saifert, General Manager, Russell Athletic, Australia & NZ, “We wanted to find a bold way to tap into Russell Athletic’s true American heritage. We liked the line as soon as the team presented it. And the word ‘TRUE’ featuring the iconic American eagle – I can see this being a very workable asset for years to come.”

“As well as being utterly ownable, the idea gives us a lot of flexibility on where we can take the campaign in future seasons. I’m a firm believer in staying true to long-term brand platforms.”

The campaign was photographed by Melbourne’s Jesper Nielsen and is currently running in outdoor and social.


Russell Athletic

General Manager: Chris Saifert

Brand & Marketing Manager: Lucie Dawson

Social Media Manager: Liz Harding


Fenton Stephens

Chief Creative Officer: Alex Fenton

Chief Executive Officer: Simon Antonis

Art Director: Zoe Yeoman

Copywriter: Lou Egan

Social/Digital Creative Lead: Ned Considine

Account Director: Oscar Robinson

Account Manager: Kate Bohan