Russell Athletic SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Russell Athletic analyses the brand by its strengths, weaknesses, opportunities & threats. In Russell Athletic SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Russell Athletic to benchmark its business & performance as compared to the competitors. Russell Athletic is one of the leading brands in the lifestyle and retail sector.

The table below lists the Russell Athletic SWOT (Strengths, Weaknesses, Opportunities, Threats), top Russell Athletic competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Russell Athletic SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Russell Athletic Brand Analysis
Parent Company

Berkshire Hathaway
Category

Apparel and Accessories
Sector

Lifestyle and Retail
Tagline/ Slogan

True to the Game
USP

Quality sporting goods
Russell Athletic STP
Segment

Men and women who are into sports and atheletics
Target Group

Young men and women from the upper middle class
Positioning

Complete American sportswear brand.
SWOT Analysis of Russell Athletic
Russell Athletic Strengths

Below are the Strengths in the SWOT Analysis of Russell Athletic:

1. Strong brand portfolio for the American sports which almost all categories of clothing, equipment and accessories to make it a complete sports lifestyle brand.
2. The brand has well stabilized after it being acquired by Mr. Warren Buffett led Berkshire Hathaway one of the largest conglomerate holding companies in the world.
3. With a contract with a lot of sports teams across USA it is the largets producer of sports uniforms and accessories in USA.
4. The company has outsourced its manufacturing outside America to maintain economies of scale

5. Good brand visibility of the brand across US
Russell Athletic Weaknesses

Here are the weaknesses in the Russell Athletic SWOT Analysis:

1.The brand has faced difficulties in expanding outside the US market and to go global
2. The brand has not been able to sustain its own retail fronts compared to competitors
Russell Athletic Opportunities

Following are the Opportunities in Russell Athletic SWOT Analysis:

1. The brand can start e-tailing which has emerged as a successful form of retailing.
2. The brand can also look at overseas markets where there is a demand for American sportswear products.
3. The brand can also engage in several CSR initiatives along with its sports tie-ups to improve its credibility.
Russell Athletic Threats

The threats in the SWOT Analysis of Russell Athletic are as mentioned:

1. The brand faces the largest apparel ban on its products since 2009 by various organizations for its discrepancies in labor conduct policies.
2.The brand also faces challenges its competitors who are global leaders in terms of sports products and the recent allegations also rake up this threat.
3. Fake imitations cause brand problems
Russell Athletic Competition
Russell Athletic Competitors

Below are the top 4 competitors of Russell Athletic:

1. Nike
2. Adidas
3. Reebok

4. Fila


This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

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