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Russell Athletic

Website

Global sports and leisurewear retailers, Russell Athletic approached Lemonade to build a new website for the Australian market. Positioning themselves as an authentic, accessible, lifestyle focused, they required the website to support their core brand values and to deliver an engaging on-line experience that emotionalises the brand in the digital space.

 The key target market for the brand are 16-24 year old male and female's, with the consumer motivation being to participate in life; be active, successful and sociable.

Lemonade’s vision for the interface design was to leverage the lifestyle aspect of the brand, and position Russell as an urban, fashionable product. The interfaces were crafted around urban settings, utilising city and street scenes as backdrops to show case the collection. Flash animation was cleverly integrated throughout the site on elements such as the Advertising shells and paste-up style posters adding authenticity while bringing the urban elements of the design to life.

Overall the style and visual elements supported Russell Athletic's 'work hard, play hard' mentality and resonated seamlessly with Russell’s recent brand campaign messages.

The site architecture was organised to lead with the product collection, providing clear call to actions to both men’s and women’s seasonal looks. Other site features include a membership area, optional promotion area for the home page and a content management system.

russellathletic.com.au