2016-2017戛纳狮 - 促销类 - E02组  入围奖 罗素运动， 美国运动品牌。 体育赛事中， 人们往往关注胜利者， 而今，罗素运动为失败者发声。 SETTLEYOURSCORE RUSSELL ATHLETIC | BARKLEY | 2017Promo And Activation - E02 Sponsorship & Partnership Synopsis The Situation: Russell Athletic is a 100-year old athletic apparel and uniform brand. Over the last two decades, Russell has lost market share to Nike, Under Armour, and Adidas. Unable to match their multi-million dollar marketing budgets and celebrity endorsements, Russell got lost in the arms race for sports apparel dominance.At the same time, the ideals of team began to dissipate. Hype, ego, and selfishness in sport are now at an all time high, while traditional team sports participation has decreased 10% over the last five years. The big shoe brands are only exacerbating the problem by celebrating the single athlete over team. The Brief: Become the expert and defender of team sports for a new generation.The Objective: Rebirth. Russell Athletic needed to regain key uniform and apparel decision-makers, including high school coaches, athletes, and parents, through increased awareness, relevance, and sales during a key back-to-school period.   Execution #SettleYourScore kicked off in the heart of preseason with a national digital, social, and PR campaign telling each team’s story. Billboards blanketed each community featuring the one thing that haunted the team from their loss (e.g., 8 Seconds, 1 Play, 99 Yards), so they would never forget how close they came. We outfitted each team with practice gear with their “haunt” written across their chest. Beyond partnering with real high school teams, the brand employed three key partnerships. First, the brand partnered with Robert Clark, the photographer from Friday Night Lights, in his video directorial debut. Next, we partnered with SB Nation, an emerging sports media giant, to document four more teams, from<