What do Georgia Tech, Ohio, Southern Miss, and Western Kentucky all have in common? Their official apparel provider isn't Nike, Under Armour or Adidas. It's Russell Athletic, the company that outfits just over 3% of FBS football programs.
While Russell Athletic may not be the preferred apparel brand of recruits compared to the big names, they do a great job connecting with their audience, as their latest video campaign illustrates. The ads are part of a bigger #SettleYourScore campaign, and these videos will be followed up with a media campaign featuring more real letters from high school coaches to their seniors, according to Ad Week.
The first one, "Dear Seniors" is narrated from the viewpoint of a coach talking to guys that are wrapping up their playing careers. According to Ad Week, the narrators voice is New Palestine HS (IN) head coach Kyle Ralph.
The second one is from the vantage point of a player, talking about the role that coaches play in their lives.
This is an outstanding concept that is really well executed, and we're looking forward to seeing the rest of the campaign that is being put together featuring more videos like these.
Head here to read more about the commercials and the plan to create more touching tributes like them.