For over 100 years, Russell Athletic has been supplying athletic teamwear, but it looks like times are changing. According to AL.com, the company released a statement last week announcing it would cease filling orders through mid-December.
In the statement, senior vice president for brand management Scott Greene said the company decided to transition away from team uniforms in order to focus more on its retail market efforts, as well as the growing athletic and lifestyle apparel market. The company plans to unveil a new product line in spring 2018.
“For over 115 years, Russell Athletic has provided quality apparel for athletes both on and off the field of play,” Greene said. “We are proud of our heritage, but to build lasting relationships with a new generation of athletes, we will need to focus our efforts and play to our strengths.
“With this shift, we will continue to offer high quality athletic lifestyle and performance apparel for distribution through multiple retail and wholesale channels, including continued distribution of collegiate licensed products along with non-uniform apparel through the team dealer network.”
There is no information on whether this change will alter the company’s distribution center in Alexander City, Ala., but we will update you if we hear anything.
Russell Athletic’s shift away from athletic uniforms might indicate the sector is struggling, but we haven’t seen any other information that supports that possibility. In fact, it’s strange that Russell Athletic is looking to take advantage of the athleisure boom, when it looks like that industry is actually the one slowing down.
