Russell Athletics

1 girl. 1,366 pieces of fleece. And a dream.

Because Jerzees is the market leader in offering the most sizes, styles and colors, it was important that our campaign concept clearly convey these message points to embellishers, but in a way that would stand out among competing brands. After exploring several different concepts, we realized that sometimes the most effective way to show what a product does is to show exactly what the product does. We recognized that the main way that decorators use Jerzees fleece is to print companies’, teams’ and peoples’ logos on them—essentially advertising these brands. Therefore, our concept achieves the same results by literally printing our messaging on a Jerzees fleece that someone is wearing. Each execution highlights the main benefits of Jerzees products (the industry’s most sizes, styles and colors) while showing how well people can print on the product. It’s a bold, unique, overt way to show decorators and distributors what separates Jerzees from other companies.


  • Client : Russell Athletics
  • Date : 11/06/2007
  • Agency : 160over90
  • Creative Director : Dan Shepelavy
  • Copywriter : Brad Failor
  • Designer : Giacomo Ciminello
  • Photographer : Mathew Bednarik