Russell Athletic launches UK comeback with 80s viral

LONDON - Sportswear brand Russell Athletic is marking its return to the UK market with a 1980s-themed viral.

Russell Athletic: returning to the UK
Russell Athletic: returning to the UK

The "80s-izer" lets users and their friends become the star of their own retro movies showing jazzercise, breakdancing, football trials and muscle beach.

The clips, which were inspired by the return of the 80s in popular culture and Russell Athletic's roots as a classic American college brand can be shared with friends on email, Facebook and Twitter.

The site was created by Frank PR and also hosts a company timeline and a selection of products, although users cannot purchase them from the site.

Russell Athletics was at the height of popularity in the mid 1990s, when sales reached $1 billion but withdrew from the UK market back to its US roots.