by Stephen Garner

Heritage sportswear brand Russell Athletic is continuing its commitment to those on the front lines of the battle against COVID-19 through its initiative Hope for Hospitals. Launched in March, the program has been dedicated to donating everyday essentials to hospital staff across the country. Now, Russell is further expanding on its mission by dedicating up to seven-hundred thousand dollars of product donations for the duration of the campaign.

After closely monitoring the situation on the frontlines and speaking to healthcare workers across the country, Russell Athletic assessed a need in daily essentials including zip-up sweatshirts and hoodies, t-shirts, and sweatpants medical staff can easily change into and out of. “At Russell Athletic, we are guided by a simple yet powerful vision of creating the best essentials for everyday life,” said Greg Galbraith, senior director of marketing at Russell Athletic. “Today, we can’t help but be inspired by our courageous first responders and healthcare workers battling on the frontlines. Through our initiative, we hope to provide a small dose of comfort in these uncertain times.”

And, just last week, Russell Athletic committed to donating from its core product line for every item sold, and to date, has donated over two-thousand garments to frontline workers. “Russell Athletic is a brand cemented on comradery and teamwork,” added Ricardo Aranda, VP of Russell Athletic. “Today we are all part of the same team and fully inspired by the great acts of valor and strength our frontline responders have showcased.”

Looking ahead, Aranda mentioned that the brand is “optimistic that things will improve as evidenced by our core business results, but we acknowledge that the retail landscape will certainly change. We’ve built strong partnerships across a variety of channels from mass retail, to the mall, to specialty, to our pinnacle collaboration partners.”