Behind the Russell name and brand with its iconic Eagle R logo lies one of the most enduring legacies in classic American sportswear. Since its foundation in Alexander City, Alabama in 1902, Russell Athletic has helped to define how America looks, feels and plays. After all, it was at the renowned Russell Cotton Mills where the sweatshirt and the T-shirt, two of the most emblematic items in the history of American clothing, were first invented nearly a century ago. Ever since, Russell and its iconic Eagle R logo have been at the forefront of both the sporting scene and youth culture trends, be it as a supplier of uniforms for Major League Baseball and the NFL, or as a key player influencing the music and streetwear culture. of the 1990s.


Alexander City, Alabama USA, May 1902 is where is it began with 10 sewing machines, 8 knitting machines and a 26 year old man named Benjamin Russell.

The original mill produced ladies undershirts and children’s undergarments with a beginning capacity of 150 garments daily. In 1910 Russell Manufacturing Co. became an established business. With a long-term commitment to Alexander City, Ben Russell built the town a kindergarten, school, hospital, hotel, laundry, grocery store, bakery and installed the telephone operation.


The ‘Sweatshirt’ is attributed to Benjamin Russell Junior, who was playing football for the University of Alabama at the time.

Knowing the comfort and durability of cotton, he suggested to his father that an all cotton version of the original woollen football jerseybe produced in order to avoid the chaffing and discomfort caused by sweating in wool. This change in fabric content resulted in the inception of the ‘sweatshirt’ as we know it today. Russell went on to acquire Southern Manufacturing Company, which gave the company access to athletic team apparel. This was the beginning of the Russell Athletic division’s cutting and sewing operations. Russell began making woven athletic garments, including basketball, baseball and football pants and jackets.


Founder Benjamin Russell died on December 16th 1941 and the reins of the company were passed to his son Benjamin C. Russell.

During World War Two, Russell’s ‘Athletic’ Division sold primarily to the military. Shirts, drawers, t-shirts, athletic garments and special outer garments were made for the Army and Navy. Benjamin C. Russell died in 1945 and was succeeded as president by his brother, Thomas D. Russell.


During the 1960’s the ‘Athletic’ division was the largest marketer and manufacturer of athletic apparel and uniforms in the USA.

By 1962 Russell Manufacturing Company had changed its name to Russell Mills, Inc. and began using the American Eagle to represent its iconic brand image. Then in 1973 Russell Mills, Inc. name was changed again to Russell Corporation and expanded manufacturing across Southern USA, also to Latin America and across the Atlantic to Scotland.


By the 1990’s Russell Athletic became one of the largest suppliers of athletic team uniforms in Major League Baseball, NFL, college and high school sport programs through to little league.

On December 26, 1985 Russell’s Common Stock began trading on the New York Stock Exchange (NYSE). The brand went from strength to strength and Russell began to add other businesses to its portfolio of brands beginning with the acquisition of the Cross Creek Golf brand.

By the 1990’s Russell Athletic was one of the largest suppliers of athletic team uniforms in Major League Baseball, NFL, college and high school sport programs through to little league. In 1995 sales reached US $1 billion.


In May 2002, Russell celebrated its 100th anniversary. The brand had come a long way from its early origins in Alexander City, Alabama.

A brand rich in sporting heritage, Russell sports lifestyle ranges take inspiration combining the old with the new. With an unwavering focus on innovation and quality, Russell is the brand for sports inspired people to get the edge in their active lives. And so the legend lives on.

Russell has never forgotten that its products are only as good as the people who make them. As we celebrate over 100 years in business Russell Athletic looks to the future with the same sense of excitement and purpose that has driven the company since 1902 from sweet home Alabama.



The protection of your privacy is important to Future Brands Limited. This statement discloses the personal data practices of Future Brands Limited, including what type of data we may collect, process and hold, how it is used and with whom the data is shared. It also explains how you can contact us if you have any queries or concerns about your personal data.

This Privacy Statement is applicable to personal data collected and processed by Future Brands Limited. In order to help you understand how we will use the personal data you provide, the following guidelines have been created.

Our reasons for collecting and processing personal data

In general, it is possible to access our sites without supplying any personal data. The reasons and ways that we will collect and process your personal data online are the following.

Making an online purchase on our website

Your personal data will be collected and processed in order to perform our contractual obligations and best provide the services you might request, for instance: supplying our goods and/or processing the transactions. Personal data collected at this point and stored by Future Brands Limited includes: full name, email address, telephone number, billing address, delivery address, and payment type. In addition to this, the following personal data will be collected and stored by the payment provider, being either SagePay or PayPal: full name, email address, telephone number, billing address, delivery address, payment type, payment card details.

Your email address will not be used to send you marketing emails unless you have specifically consented to this, for example, by entering your email in the Subscribe box on our website.

Creating an online account

If you choose to create an online account, either of your own accord, or during the online purchase process, the following personal data may be collected: full name, email address, password, telephone number, billing address, delivery address.

Subscribing to marketing emails

If you choose to subscribe to Future Brands Limited marketing emails you will receive emails regarding new products and services, promotions, competitions, and similar information. At the point of subscribing, we will collect and process your email address. You will then receive an email asking you to confirm your subscription/consent. You must click the link in this email to verify your email address.

Once your subscription is complete, you will be asked to provide the following additional personal data: full name, gender, date of birth, country of residence. From time to time, you may also receive links to surveys, polls or competitions which request additional personal data from you.

As a subscriber, you are under no obligation to provide any additional personal data and can remain subscribed to Future Brands Ltd emails providing only your email address. You can unsubscribe at any time using the Unsubscribe link in the footer of every Future Brands Ltd marketing email. If you choose to unsubscribe, your personal data will be automatically removed from the Future Brands Ltd subscriber database.

Unless required to do so for the performance of our contractual obligations, or by law and/or for reasons set out in this policy, we will not share, sell or distribute any of the data you provide to us without your consent. If we ask you to provide personal data so as to comply with a legal requirement or to perform a contract with you, we will do it with your consent given under this policy. Please be informed that your contact details including your name, postal, phone and email address may be collected by us for the aforementioned purposes and strictly in accordance with the legal grounds set out in General Data Protection Regulation (Regulation (EU) 2016/679) (“GDPR”).

Website Cookies

Please refer to our Cookies Policy page for more information about what data we collect via cookies. Our Cookies Policy also explains how you can disable and how to delete any cookies we currently store for you.

Personal Data storage, disclosure and security

The personal data collected by Future Brands Ltd may be transferred, stored and processed fairly and lawfully inside or outside the European Union but only in accordance with the provisions of the GDPR. Future Brands Limited employ security measures to protect your Personal Data from access by unauthorised persons and against unlawful processing, accidental loss, destruction and damage. However, we cannot guarantee the effectiveness of these safeguards, and nothing in this notice shall be construed as an express or implied warranty against loss, misuse or unauthorized access, disclosure, alteration or destruction.

Service providers who might have access to your personal data in order to provide services on our behalf will be contractually obliged to keep such data in confidence, implement adequate data security measures, and may not use that personal data for any other purpose.

We will retain your personal data for a reasonable period or as long as the law requires and as indicated in the data retention section of this policy.

Your consent

By submitting your personal data, you consent to the use of that data as set out in this policy.

Your data protection rights

If you wish to access, correct, update or request deletion of your personal data, you can do so at any time by contacting us using the contact details provided on our `Contact Us` page.

In addition, you can object to the processing of your personal data and ask us to restrict the processing of your personal data. Again, you can exercise these rights by contacting us using the contract details provided on our `Contact Us` page.

You have the right to opt-out of marketing communication we send you at any time. You can exercise this right by clicking on the” unsubscribe” opt-out link which can be found in the footer of every marketing email we send you as explained above.

Similarly, if we have collected or processed your personal data with your consent, then you can withdraw your consent at any time. Withdrawing your consent will not affect the lawfulness of any processing we conducted prior to your withdrawal, nor will it affect processing of your personal data conducted in reliance on lawful processing grounds other than consent.

You have the right to complain to data protection authority about our collection and use of your personal data. For more information, please contact your local data protection authority.

We will respond to all requests we receive from individuals wishing to exercise their data protection rights in accordance with the GDPR and other relevant data protection laws.

Data retention

We strive to maintain the reliability, accuracy, completeness and currency of Personal Data in our databases and to protect the privacy and security of our databases.

We retain personal data we collect from you where we have an ongoing legitimate need to do so, for instance:

to provide you with the product or service you have requested us to provide;
to perform our contractual obligations to you;
to comply with applicable legal, tax, or accounting requirements;
to defend or manage any claims or complaints between us, you and relevant third party including taking legal advice in respect of any claims in order to establish, exercise or defend our legal rights or such claims.
When we have no ongoing need to process your personal data, we will either delete or anonymise it, or if this is not possible (for instance because your personal data has been stored in backup archives) then we will securely store your personal data and isolate it from any further processing until deletion is possible.

Governing Law

This privacy policy forms part of our Website Terms of Use and as such shall be governed by and construed in accordance with the laws of England & Wales. You agree to submit any dispute arising out of your use of this Website to the exclusive jurisdiction of the courts of England & Wales.

Updates to this Notice

If Future Brands Limited changes its privacy policy it will post the changes on this page, and may place notices on other pages of the website, so that you may be aware of the personal data it collects and how it uses it at all times. Please note that continued use of the service will signify that you agree to any such changes.