In the world of sports marketing, brands celebrate the winners: the stars with the biggest contracts and trophies. And though this may sell shoes, ego is destroying the ideals of team sport. For the first time traditional team sports participation is down in America.
To defend team sports, Russell Athletic didn’t sign a star or a champion. Instead they partnered with the losers — six high school football teams who lost their state championship games by a touchdown or less. Russell challenged these teams to use that loss as their ultimate motivation in the #SettleYourScore campaign.