Russell Athletic
Russell Athletic is an American sportswear brand known for sweatshirts, casual activewear, and a long history of producing team uniforms.
Last updated August 25, 2026
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Overview
Russell Athletic is an American sportswear brand headquartered in Bowling Green, Kentucky. Its roots reach back to 1902, when Benjamin Russell established a textile and garment business in Alexander City, Alabama. The original mill concentrated on women's undershirts and children's undergarments, but the company gradually expanded into a broader range of knitted and woven clothing. Russell's historical importance in apparel is closely connected to the development and commercialization of the cotton jersey sweatshirt. In 1920, Benjamin Russell and his son Benjamin C. Russell created an early cotton jersey garment that became the basis for the modern sweatshirt, helping establish a product category that later became central to American sportswear and casual dress. The company moved into athletic apparel during the 1930s. Its 1932 acquisition of Southern Manufacturing Company provided cutting and sewing capabilities for athletic team clothing, and the business subsequently developed woven basketball, baseball, and football garments. During the Second World War, the athletic division produced shirts, underwear, athletic garments, and other clothing for the United States Army and Navy. After the war, Russell expanded its knitting, weaving, dyeing, finishing, and cutting operations, eventually becoming one of the largest American manufacturers and marketers of athletic apparel and uniforms. Corporate expansion continued through several name changes and broader manufacturing operations. Russell Manufacturing Company became Russell Mills in 1962, and Russell Mills became Russell Corporation in 1973. Manufacturing and sourcing expanded across the southern United States, Latin America, and Scotland. The Russell Athletic name became particularly prominent in organized sports. In the 1990s, the brand held a major contract with Major League Baseball and supplied uniforms and licensed replica apparel. It also outfitted professional football teams, colleges, universities, high schools, minor-league organizations, and other sports programs. At its peak, Russell was a leading supplier of American team uniforms across several sports. Berkshire Hathaway agreed to acquire Russell in 2006, and the transaction was completed after shareholders approved a cash sale. Russell's brands were subsequently integrated into the Berkshire Hathaway family alongside Fruit of the Loom. Russell Athletic continued as a brand within that broader apparel group, with its identity centered on American sportswear heritage, cotton fleece, sweatshirts, T-shirts, hoodies, sweatpants, shorts, jackets, underwear, and selected athletic uniforms. The brand's business model and market emphasis changed in the late 2010s. In 2017, Russell announced that it would leave the team-uniform manufacturing business after 115 years and concentrate on consumer activewear. The decision reflected increasing competition from major athletic companies such as Nike, Adidas, and Under Armour, which had expanded into team uniforms and eroded Russell's position. In 2018, however, Russell reversed that decision through an agreement with Augusta Sportswear, allowing the brand to return to football, baseball and softball, and basketball uniforms while continuing its consumer apparel business. Outside the United States, Russell Athletic has been marketed as an authentic American sportswear label. Licensed operations have served markets including Europe, Australia, Japan, and South Africa. European activity has emphasized the brand's sweatshirt heritage and manufacturing story, while local ambassadors and sports partnerships have supported regional marketing. Today, Russell Athletic combines heritage casualwear with activewear and selected team-apparel offerings. It remains associated with durable collegiate-style basics and the sweatshirt tradition that helped define its historical reputation.
History
Russell Athletic began in 1902, when Benjamin Russell founded a garment and textile operation in Alexander City, Alabama. The initial mill produced women's undershirts and children's undergarments and had a reported starting capacity of approximately 150 garments per day. During the 1910s, the enterprise became an established regional manufacturer. In 1920, Benjamin Russell and his son Benjamin C. Russell developed a cotton jersey garment that became the prototype for the modern sweatshirt. The company broadened its product range during the 1920s to include long underwear, sweaters, athletic shirts, and other apparel. A decisive step toward sportswear came in 1932, when Russell acquired Southern Manufacturing Company. The acquisition gave the business cutting and sewing operations suited to athletic team apparel and marked the beginning of the division that would later be identified with Russell Athletic. By 1938, the company was producing woven athletic garments such as basketball, baseball, and football pants and jackets. Benjamin Russell died in 1941, after which leadership passed to his son Benjamin C. Russell. During the Second World War, the athletic division concentrated heavily on military supply, producing shirts, drawers, T-shirts, athletic garments, and special outerwear for the Army and Navy. Benjamin C. Russell died in 1945 and was succeeded as president by his brother Thomas D. Russell. In the postwar period, the company invested in and expanded its knitting, weaving, dyeing, finishing, and cutting capabilities. By the 1960s, the athletic division had become one of the largest marketers and manufacturers of athletic apparel and uniforms in the United States. The corporate name changed from Russell Manufacturing Company to Russell Mills in 1962 and then to Russell Corporation in 1973. Expansion spread manufacturing operations across the southern United States and into Latin America and Scotland. The company developed a broad sports-apparel business serving professional teams, educational institutions, youth sports, and other organized programs. Russell's profile grew substantially through professional sports licensing. In 1992, it entered a five-year agreement to serve as the exclusive producer and marketer of athletic uniforms for most Major League Baseball teams, together with rights to make and market replica uniforms, T-shirts, and shorts. By 1995, the company supplied 25 of the 28 MLB teams then in existence and outfitted more National Football League teams than any other apparel company. The MLB arrangement was extended through 1999. Russell continued supplying some MLB teams after the exclusive arrangement ended, with its involvement continuing through the 2004 season. On April 17, 2006, Berkshire Hathaway agreed to acquire Russell. Russell shareholders approved the transaction on August 1, 2006, and the purchase was completed on August 2. Russell's brands became part of the Berkshire Hathaway apparel portfolio, alongside Fruit of the Loom. Russell Athletic subsequently operated as the principal consumer-facing sportswear brand associated with the former Russell business. The brand also developed licensed international operations. European activity was conducted through licensing arrangements involving Future Brands and Brand Machine Group, with the Russell Europe business emphasizing American sportswear heritage and the sweatshirt story. Additional operations and marketing activity reached Australia, Japan, and South Africa. Regional ambassadors included athletes and sports professionals, although the brand's exact current ambassador roster is not established by the supplied sources. In September 2017, Russell Athletic announced that it would exit team-uniform manufacturing after 115 years and redirect its attention toward consumer activewear. The company cited competitive pressure from Nike, Adidas, and Under Armour, all of which had expanded their team-uniform businesses. The withdrawal was short-lived. In June 2018, Russell and Augusta Sportswear announced a partnership that restored Russell-branded uniforms for American football, baseball and softball, and basketball. Russell therefore retained both a consumer casualwear role and a selective presence in team apparel.
- 2018
Team-uniform production restarted
[1]A partnership with Augusta Sportswear restored Russell-branded uniforms in selected sports.
- 2017
Team-uniform division discontinued
[1]Russell announced a planned exit from team-uniform manufacturing and a refocus on consumer activewear.
- 2006
Acquired by Berkshire Hathaway
[1]Berkshire Hathaway completed its acquisition of Russell, placing the brand within the Fruit of the Loom family.
- 1992
Major League Baseball uniform agreement
[1]Russell entered a five-year agreement to produce and market uniforms for most MLB teams and to sell related replica apparel.
- 1973
Corporate name changed to Russell Corporation
[1]Russell Mills adopted the name Russell Corporation as its manufacturing footprint expanded.
- 1962
Corporate name changed to Russell Mills
[1]Russell Manufacturing Company's corporate name was changed to Russell Mills, Inc.
- 1941
Military apparel production expanded
[1]During the Second World War, the athletic division supplied clothing and outer garments to the United States military.
- 1938
Woven athletic garments added
[1]Russell began producing woven basketball, baseball, and football pants and jackets.
- 1932
Southern Manufacturing acquired
[1]The acquisition added cutting and sewing capabilities for athletic team apparel.
- 1920
Early cotton jersey sweatshirt developed
[1]Benjamin Russell and Benjamin C. Russell created an early cotton jersey garment that became the basis for the modern sweatshirt.
Products and positioning
Heritage American sportswear focused on durable, accessible activewear and casual basics, supported by the brand's association with the invention and popularization of the modern cotton sweatshirt.
Casual sportswear · 1920
Sweatshirts and hoodies
Sweatshirts and hoodies are central to Russell Athletic's historical identity. The brand traces its heritage to the development of an early cotton jersey sweatshirt in 1920 and has built recognition around fleece and jersey garments associated with American collegiate and athletic culture. These products are generally positioned as practical, durable casualwear suitable for training, leisure, uniforms, and everyday layering.
Casual sportswear
T-shirts
Russell Athletic T-shirts extend the brand's basic sportswear offering across training, casual use, school programs, licensed sports merchandise, and everyday apparel. The company historically produced athletic shirts and military T-shirts and later marketed branded and team-related versions through professional and educational sports channels.
Activewear
Sweatpants and shorts
Sweatpants and athletic shorts form part of Russell Athletic's core activewear and casualwear assortment. The products reflect the brand's traditional emphasis on comfortable cotton-based garments for exercise, team settings, leisure, and collegiate-style dress. Russell also historically held rights to market replica sports shorts connected with its professional sports uniform agreements.
Sportswear · 1938
Jackets and outerwear
Russell Athletic produces jackets and other outerwear for casual and athletic use. The company was making woven basketball, baseball, and football jackets by the late 1930s and also supplied special outer garments for military customers during the Second World War. Modern offerings are associated with practical layering and heritage sportswear styling.
Team apparel · 1932
Team uniforms
The team-uniform business has historically covered American football, baseball, softball, basketball, volleyball, and other organized sports. Russell supplied professional teams, colleges, universities, high schools, minor-league organizations, and youth programs. After announcing an exit in 2017, the brand resumed selected uniform production in 2018 through its agreement with Augusta Sportswear.
Basics · 1902
Underwear
Underwear and related base-layer garments derive from the company's original manufacturing focus on undershirts, children's undergarments, long underwear, and women's garments. The category remains part of the wider Russell apparel heritage, although the supplied material does not identify the current assortment in detail.
Marketing campaigns
- 2015Russell Europe factory and T-shirt production feature
Europe
Russell Athletic Europe visited one of its factories and documented the process of making a T-shirt, supporting the brand's emphasis on product heritage and manufacturing authenticity.
Brand decisions
2018
Restore team apparel through Augusta SportswearStrategyBackground
After announcing its withdrawal from team uniforms, Russell sought a way to retain a presence in the category without returning to the previous manufacturing structure.
Action taken
Russell entered an agreement with Georgia-based Augusta Sportswear to produce Russell-branded football, baseball and softball, and basketball uniforms.
Aftermath
The brand maintained its consumer activewear focus while re-entering selected team-apparel markets.
2017
Exit team-uniform manufacturingStrategyBackground
Russell cited competitive pressure from Nike, Adidas, and Under Armour, which had developed their own team-uniform businesses.
Action taken
The company announced that it would close its team-uniform manufacturing division and focus on consumer activewear.
Aftermath
The decision was subsequently reversed through a partnership with Augusta Sportswear.
2006
Accept Berkshire Hathaway acquisitionM&ABackground
Russell agreed to be acquired by Berkshire Hathaway as part of the latter's expansion of its apparel portfolio.
Action taken
Shareholders approved a cash transaction, which was completed in August 2006.
Aftermath
Russell's brands joined the Berkshire Hathaway family alongside Fruit of the Loom.
Per-share acquisition consideration. $18.00 cash per share (2006)
Sources1 sources
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