Alaia is gearing-up again with Russell Athletic to execute a series of hard-core pinpoint-precision tactical advertising campaigns to promote their complete range of sport-specific clothing, and ‘high-compression’ protection apparel products to athletes, coaches and coaching staff across Canada. The multi-dimensional media spectrum that will be utilized includes national and local media opportunities on: Television, Radio, Print, Online, and Out-of-Home; as well it is purposely designed to further leverage many of the long-term sponsorship relationships that Alaia secured for Russell last year with various Sports Associations like Canadian Interuniversity Sport (CIS).
We are continuing to grow the Russell Athletic brand ambassador army at full power and we have devised ingenious ways to penetrate deeper into high schools, universities -& -colleges, sports teams (from every division); plus how to hone-in on some other connected relevancy factors such as sports fans which together are having a positive effect helping to help grow this critical component of our overall master strategy. Two of the tactics that have worked extremely well to seed the marketplace have been to use a combination of aggressive viral Product Placement and Sports Venue Signage opportunities. There is definitely finesse required to uncover the best advertising real estate, but it also takes a lot of experience to tie every thing together too.
Last year’s successful media planning and buying negotiations stretched their limited marketing budget to new extremes, but the end results were amazing, high and mighty. Quite simply, we improved Russell’s brand awareness, and increased their sales too. This positive path has also translated into helping our business partnership to continue along a solid path that is building Russell a stronger launching-pad where the brand is now confidently positioned both online, and offline for Alaia to engage in pursuing other strategic partnerships that we have researched and started to connected them with too.
Keep your eyes, and ears open because soon new selected markets laced with captivating and engaging promotions -&- contests will ripple into retail stores, and online too allowing consumers the freedom to purchase Russell products at their first ever e-commerce e-Store anywhere in North America, and the world. Russell’s core target consumers appeals to athletes, coaches, and coaching staff, but they also have cool, hip urban, leisure, and outerwear apparel too that is designed for men, women, youths, and kids — we key-in on all of them, no waste, no clutter.
So no matter what sport you play, or what sports’ mood you are in, on or off the field playing — you will definitely see Russell standing proud beside Football, Basketball, Baseball, Softball, and Track and Field which we continue to strategize what the best plans are that will drive home the message that Russell Athletic has you covered.
* Extra Notes: HD Brown Enterprises Ltd., is the Canadian distributor of Russell Athletic, and BIKE Athletic, and other recognized products, and brands. The company is extending their long successful history licensing these brands from Russell Corporation (U.S) which falls under the umbrella of Berkshire Hathaway Inc. and whose CEO is Warren Buffett.