Date Published (8.8.17)
Read Time 0 Min

We’re proud to announce the launch of the new, an eCommerce website that showcases high performance athletic wear for teams, players, and everyday athletes across the world.

  • Work
BASIC® Launches New Digital eCommerce Experience for Russell Athletic

Through our ongoing partnership with Fruit of the Loom Inc., we worked side-by-side with their internal team at Russell Athletic to develop a new strategy, brand, and digital design direction for the new

As their brand strategy and eCommerce design partner, our team was responsible for creating new standards and guidelines that surface over 100 years of experience through a new online flagship store for the modern consumer. Throughout our partnership, we found new ways to elevate the product presentation, education, and story, across the new digital eCommerce experience.

The new represents our ongoing effort to help their internal team better understand how to bring their brand forward online. We heavily focused on defining a new digital strategy and visual design aesthetic that places products in context and focuses on driving transactions.
Matt Faulk, CEO at BASIC®

We worked directly with their internal team to provide new ways to merchandise their products online across multiple product offerings. Our digital strategy focused on introducing a mobile-first user experience with a simplified design language and updated photography guidelines. The new site brings consistency and clarity to the brand and pushes user discovery across men's, women's, and youth offerings.

Having a world-class website and brand experience is critical to our efforts to strengthen the connection with our consumers and further a strategy to grow our digital presence. The team at BASIC® delivered on all aspects to create a new home of the brand and they have provided Russell Athletic with design and functionality that will enable true consumer relationships.
Matt Murphy, VP of Marketing at Russell Athletic

The entire site is built using toolkits over templates, allowing their internal marketing and design teams to quickly update seasonal collections and product offerings using a set of custom pre-designed modules.

Check out the new Russell Athletic eCommerce website and look out for the detailed case study, coming soon.

(Russell Athletic)

For more than 100 years, Russell Athletic has been manufacturing the latest in athletic apparel to help athletes perform at their best every day. Russell Athletic's apparel and collegiate licensed products are distributed and marketed through national retailers, wholesale partners and college bookstores. For more information, please visit


BASIC® is an experience design company that thrives at the crossroads of culture and technology. Combining human intuition with systematic thinking, its work in strategy, design, and digital transformation is recognized for challenging business convention alongside the world’s most forward-thinking brands.

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