A NYC pop-up experience brings physicality to the heritage and history of Russell Athletic

Business Challenge

Russell Athletic is on the cusp of an epic moment. Big Red Rooster collaborated with RA to develop their first NYC pop-up; paying homage to a 100-year-old brand and immersing people in what it means to live the “athletic life”


To bring physicality to the heritage and history of the Russel brand, we capitalized on the momentum of the NYC pop-up scene. We provided a platform that celebrated the heritage and history of Russell but in a modern and relevant way. This involved the creation of a multi-sensory experience, partnering with key advertising, music and PR agencies to build excitement. Exclusive collaborations local artists, influencers and designers provided customization opportunities.

Created an experience that drove consumer awareness, excitement, and social followers

Interested in learning more about this project and other work? Get in touch