SBD/December 28, 2016/Marketing and Sponsorship

Russell Athletic Highlights Player-Coach Bond As Part Of Amateur Football Campaign

Russell Athletic is "showing how amateur football can impart valuable life lessons in its latest ads" from K.C.-based ad firm Barkley, according to Christine Birkner of AD WEEK. Two new videos, "Dear Seniors" and "Dear Coach," celebrate the "emotional bond between players and coaches." The spots are "part of Russell Athletic's '#SettleYourScore' campaign, which launched earlier this year with a mini-documentary series about the raw emotions of small town high school football." Photographer Robert Clark, who took the photos for Buzz Bissinger's book "Friday Night Lights," "shot the footage for the new ads." Russell will "run a month-long social media campaign featuring more real letters from high school coaches to their seniors" (, 12/27).
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