Spalding is a global sporting and athletic equipment brand, with well-known names under its Australian portfolio including Russell Athletic and Sherrin. When Russell Athletic prepared to launch a new men’s and women’s activewear range, the team needed a Melbourne gym and fitness video producer that would present the clothing with confidence and support retail sales conversations nationwide.
Client Challenge
Spalding had previously worked with Dream Engine across multiple brands, so expectations were well established. For this project, the brief was to create a high-impact sizzle reel that could be used to pitch the new Russell Athletic range to retailers around Australia.
The challenge was differentiation. The activewear market is crowded, and the video needed to stand out while still feeling credible and true to the brand. It had to clearly demonstrate performance, versatility, and style, while being flexible enough for use across internal presentations and external sales meetings.
The Solution
Our Melbourne videographer created a fast-paced, visually driven video with the clothing as the clear hero. Location played a critical role. To authentically demonstrate the sweat-wicking and performance qualities of the range, Richmond Boxing Gym was selected for its raw atmosphere, strong natural light, and functional training environment.
We filmed alongside a stills shoot, capturing both controlled hero shots and natural behind-the-scenes moments. The models moved through a structured circuit, including boxing, cycling, rope work, and floor exercises, to show how the clothing performed across different training styles. This approach kept the energy genuine and avoided anything overly staged.
Working from a visual mood board supplied by the Russell Athletic team, we leaned into natural light and applied a strong, film-style colour grade. The result balanced grit and polish, giving the range a confident, athletic feel that aligned with the brand’s positioning.
Results
The video was well received by prospective retailers and became a key asset in supporting sales discussions. Internally, the video was also embraced across the wider Spalding and Russell Athletic teams as a strong representation of the brand and product direction. If you’re launching a new product and need video that supports real commercial outcomes, get in touch with Dream Engine.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
