When you think of American sportswear, few names carry the weight of Russell Athletic. Founded in 1902 in Alexander City, Alabama, the brand has been the uniform of choice for generations of athletes—from high school football teams to NBA legends. But its story isn’t just about jerseys and sweatpants. It’s a tale of resilience, reinvention, and a near-shutdown that nearly erased a century of legacy. Today, under Berkshire Hathaway’s ownership, Russell Athletic stands as a testament to how a brand can pivot from near-extinction to global dominance.

Key Takeaways:

• Russell Athletic was founded in 1902 and became synonymous with team uniforms for over a century.
• The brand nearly shut down its uniform division in 2017 but revived production in 2018 through a partnership with Augusta Sportswear.
• Owned by Berkshire Hathaway since 2006, Russell Athletic now operates under Fruit of the Loom, blending heritage with modern performance apparel.
• From cotton jerseys to Dri-Power® technology, the brand’s innovations have shaped sportswear for decades.
• Today, Russell Athletic balances its iconic team uniforms with everyday athletic wear, appealing to both athletes and casual fans.

From Undershirts to Sweatshirts: The Birth of a Sportswear Giant

Benjamin Russell’s original mill in 1902 churned out 150 women’s undershirts and children’s undergarments daily—a far cry from the high-performance gear the brand is known for today. But by the 1920s, Russell Manufacturing Co. Had already made history. In 1920, Benjamin Russell Sr. And Jr. Invented the first cotton jersey, a breakthrough that would later evolve into the modern sweatshirt. This innovation didn’t just change clothing; it changed sports culture.

By the 1940s, Russell Athletic was supplying uniforms to college football teams across the South, earning a reputation for durability and comfort. The brand’s cotton jerseys became a staple in locker rooms, their breathability and fit setting the standard for athletic wear. But it wasn’t just football—Russell Athletic’s uniforms graced the fields of baseball diamonds, basketball courts, and even volleyball courts, cementing its place in American sports history.

Fun Fact: During World War I, Russell Manufacturing Co. Pivoted to producing bandoliers for the military, showcasing the brand’s adaptability—a trait that would define its future.

Dressing Champions: Russell Athletic’s Heyday in Professional Sports

Russell Athletic’s peak came in the mid-to-late 20th century, when its uniforms were worn by professional athletes in the NFL, NBA, MLB, and NHL. Teams like the New York Yankees, Los Angeles Lakers, and University of Alabama Crimson Tide trusted Russell for gear that could withstand the rigors of competition. The brand’s Dri-Power® technology, introduced in the 1990s, revolutionized moisture-wicking fabrics, keeping athletes dry and comfortable during intense games.

But perhaps Russell Athletic’s most enduring legacy was its role in high school and college sports. For decades, the brand was the default choice for youth leagues, small-town football teams, and Division I programs. The sight of a Russell jersey on a Friday night under the lights became a symbol of American athletics—one that parents, coaches, and players associated with quality and tradition.

Notable Moment: In 1954, Russell Athletic supplied uniforms for the U.S. Olympic team, marking its first major foray into international sports. This was just the beginning of the brand’s global ambitions.

2017: The Year Russell Athletic Almost Disappeared

By 2017, the sportswear landscape had shifted dramatically. Fast-fashion brands and digital-native competitors were eating into Russell Athletic’s market share. The brand’s parent company, Russell Brands, announced it would shut down its team uniform division, a move that sent shockwaves through the sports community. Locker rooms across the country would no longer see the familiar Russell logo.

The decision was driven by financial pressures and changing consumer habits. However, it wasn’t the end of the story. In 2018, Russell Athletic partnered with Augusta Sportswear, a Georgia-based manufacturer, to restart uniform production. This collaboration allowed the brand to revive its legacy while leveraging Augusta’s expertise in high-performance fabrics. Today, Russell Athletic uniforms are once again stitched for college and professional teams, though on a smaller scale than its golden age.

Industry Impact: The shutdown of Russell’s uniform division highlighted the challenges facing traditional sportswear brands in an era of rapid innovation. Yet, its revival proved that heritage brands could adapt—if they were willing to collaborate.

Today’s Russell Athletic: Where Tradition Meets Innovation

Under the ownership of Berkshire Hathaway—through its subsidiary Fruit of the Loom—Russell Athletic has undergone a transformation. The brand now balances its iconic team uniforms with a modern lineup of performance apparel, including:

• Dri-Power® collections: Moisture-wicking fabrics designed for high-intensity workouts.
• CoolCore® technology: Temperature-regulating fabrics for year-round comfort.
• Everyday athletic wear: From compression shirts to youth sports gear, Russell Athletic caters to both athletes and casual fans.

The brand’s wholesale division continues to supply apparel to retailers and teams, ensuring its place in the sports ecosystem. Meanwhile, its e-commerce platform has expanded globally, making Russell Athletic gear accessible to fans worldwide.

Customer Insight: A 2025 survey by Sports Retailer Magazine found that 68% of college coaches still prefer Russell Athletic for team uniforms, citing durability and brand loyalty as key factors.

Beyond Borders: Russell Athletic’s Global Footprint

While Russell Athletic’s roots run deep in the American South, its influence has spread globally. The brand’s uniforms are now worn by teams in Canada, Europe, and beyond, thanks to its partnership with Augusta Sportswear. Its performance collections have found a home with athletes in Australia, Japan, and Latin America, where the demand for high-quality, affordable sportswear is growing.

Looking ahead, Russell Athletic faces new challenges—competition from brands like Nike, Adidas, and Under Armour, as well as the rise of sustainable fashion. Yet, its ability to innovate while staying true to its heritage gives it a unique edge. The brand’s recent focus on eco-friendly fabrics and recycled materials aligns with the growing consumer demand for sustainability in sportswear.

Future Outlook: Analysts predict that Russell Athletic’s blend of tradition and modernity will keep it relevant in the coming decade, particularly as it expands its digital presence and targets younger, tech-savvy athletes.

Frequently Asked Questions About Russell Athletic

1. Who owns Russell Athletic today?

Russell Athletic is currently owned by Berkshire Hathaway through its subsidiary Fruit of the Loom. The brand has been under Berkshire’s umbrella since 2006.

2. Why did Russell Athletic stop making team uniforms in 2017?

The shutdown was due to financial pressures and shifting market trends. However, the brand restarted uniform production in 2018 through a partnership with Augusta Sportswear.

3. What makes Russell Athletic’s Dri-Power® technology special?

Dri-Power® is a moisture-wicking fabric designed to keep athletes dry during intense physical activity. It was introduced in the 1990s and remains a cornerstone of Russell Athletic’s performance collections.

4. Are Russell Athletic uniforms still used in professional sports?

While the brand’s presence in professional leagues has diminished since its peak, Russell Athletic uniforms are still worn by college teams, high schools, and some minor league teams through its partnership with Augusta Sportswear.

5. How can I buy Russell Athletic gear?

The brand’s official website (russellathletic.com) offers a wide range of apparel, from team uniforms to everyday athletic wear. The gear is also available at major retailers like Amazon and Dick’s Sporting Goods.

6. Is Russell Athletic involved in sustainable fashion?

Yes. In recent years, Russell Athletic has expanded its use of recycled materials and eco-friendly fabrics in its collections, aligning with global trends toward sustainability in sportswear.

What’s Next for Russell Athletic?

As Russell Athletic looks to the future, its focus remains on bridging the gap between tradition and innovation. With plans to expand its digital retail presence and deepen its partnerships in international markets, the brand is poised to remain a staple in sportswear for decades to come.

For fans and athletes alike, Russell Athletic’s story is a reminder of how legacy brands can evolve without losing their core identity. Whether you’re donning a vintage-style jersey or the latest Dri-Power® performance shirt, you’re wearing a piece of sports history.

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