Russell Athletic opens first-ever pop-up

By

Gabriella Lacombe

Published
Oct 16, 2019

Russell Athletic, the Warren Buffett-owned sportswear brand founded in 1902, has opened its first-ever pop-up shop in New York City. 

Opened October 10 and located at 449 Broadway in SoHo, the 2,500 square-foot store will run through October 26. 

The temporary shop offers a variety of the brand’s t-shirts, sweatshirts and more, including vintage Russel Athletic pieces and items from Russell Athletic’s Fall/Winter 2019 Heritage and Classic collections. In addition, the shop also offers an area dedicated to customization where shoppers can personalize their items with heat transfers and patches. 

As an added boost to the pop-up, the brand is hosting a series of special capsule launches with multiple brands, including collections with Savant Studios and denim upcycling and recycling brand, Unemployed Denim, among others. The capsule series marks the latest slew of partnerships meant to attract modern consumers to the heritage brand, with previous partnerships including collaborations with brands like Kith and Visitor on Earth.

Russell was acquired by Buffett’s Berkshire Hathaway for $600 million in 2006. The brand’s variety of collegiate licensed products and athleticwear pieces are available through a variety of department stores, retailers like Walmart and Amazon, college bookstores, sports specialty stores and specialty retailers like Urban Outfitters and PacSun, among others.