Russell Athletic, Bowling Green, Ky., and Boxercraft, Mableton, Ga., have announced a partnership that names Boxercraft as the exclusive decoration, marketing and sales partner for Russell Athletic’s collegiate licensed business.
“Over the past year, Russell Athletic has been re-orienting our strategy to provide additional focus on our branded retail business,” says Matt Murphy, vice president of Russell Athletic. “This more consumer-focused strategy will cross multiple retail segments, engaging a new, younger generation of Russell Athletic fans, including the college channel. Boxercraft has a world-class service model, is well established in the collegiate market and continues to invest for future growth, making them a great strategic partner.”
By October 2018, Boxercraft will officially manage Russell Athletic’s collegiate business, including sales, fulfillment and all associated licensing obligations, and will assume Russell Athletic’s Minor League Baseball rights. Currently, both businesses are working with all licensing agencies, along with the colleges and universities, on this opportunity.
“Both Russell Athletic and Boxercraft are known for being trusted partners that provide quality on-trend apparel for the collegiate market,” says Shelley Foland, Boxercraft CEO. “This new strategic partnership will leverage our best-in-class services to enhance the rich heritage of the Russell Athletic brand while creating new opportunities for growth.”— D.S.
