Directed by Directorz' Jeff Bednarz, Russell Athletic spot

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Sporting apparel innovator Russell Athletic® is debuting a new creative campaign by agency The Richards Group that kicks off with a TV commercial directed by Jeff Bednarz. The spot, “Style Points,” features real athletes and supports the launch of Russell Athletic’s moisture-wicking Dri-Power® line. The spot broke last night during the Little League World Series on ESPN and will air nationally throughout 2011.

“Style Points,” begins with the phrase, “Style points don’t show up in the box score,” and highlights the work, pride, blood and tears that shape an athlete. The imagery unfolds in lush detail with high-speed motion photography interwoven with 16 mm footage for a rich, organic quality and a nod to sporting provenance.