Supplier Boxercraft (PPAI 159420) has partnered with athletic apparel brand Russell Athletic to serve as the exclusive decoration, marketing and sales partner for its collegiate licensed business.

“Over the past year Russell Athletic has been reorienting our strategy to provide additional focus on our branded retail business,” says Matt Murphy, Russell Athletic vice president. “This more consumer-focused strategy will cross multiple retail segments, engaging a new, younger generation of Russell Athletic fans, including the college channel. Boxercraft has a world-class service model, is well established in the collegiate market and continues to invest for future growth, making them a great strategic partner.”

Mableton, Georgia-based Boxercraft will officially manage Russell Athletic’s collegiate business including sales, fulfillment and all associated licensing obligations. The companies are currently coordinating with all licensing agencies, along with the colleges and universities on the transition. In addition to servicing the collegiate market, Boxercraft will also assume Russell Athletic’s Minor League Baseball rights.

“Both Russell Athletic and Boxercraft are known for being trusted partners that provide quality on-trend apparel for the collegiate market,” says Shelley Foland, Boxercraft CEO. “This new strategic partnership will leverage our best-in-class services to enhance the rich heritage of the Russell Athletic brand while creating new opportunities for growth.”

Boxercraft is committed to fulfilling all product offerings in the 2017-18 Russell Athletic catalog and will utilize the core assortment moving forward. The company may also add items to complement the current product offering at a future date.