Russell Athletic SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 2563

SWOT Analysis of Russell Athletic with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Russell Athletic

Parent Company

Berkshire Hathaway


Apparel and Accessories


Lifestyle and Retail

Tagline/ Slogan

True to the Game


Quality sporting goods



Men and women who are into sports and atheletics

Target Group

Young men and women from the upper middle class


Complete American sportswear brand.

SWOT Analysis


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


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


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.


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



1. Nike
2. Adidas
3. Reebok

4. Fila

The table above concludes the Russell Athletic SWOT analysis along with its marketing and brand parameters.


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