ATLANTA — Russell Athletic has launched a new advertising campaign that captures the sounds of sports through crisp sound design and stunning graphics.

The campaign, titled “Sounds of the Game,” includes various television spots, print ads and on-line initiaves. The first 30-second TV spot, “Fourth and Inches,” debut on ABC on Saturday with the kickoff of the American Football League (AFL) season.

The ads capture the intensity on the field of play from the sounds of a lineman’s breathing to a baseball player adjusting his glove, giving consumers a more intimate perspective of the game, according to The Richards Group, which created the campaign. ”Fourth and Inches” gives viewers an up-close look at just how aggressive a fourth down really is, for example.

The spots, which will run on sports media through 2008, will be on networks, including ESPN, ABC and CBS. Print ads will be in publications, including ESPN The Magazine, Stack Magazine, Sports Illustrated Kids and various trade publications. The media buy also includes cinemas nationwide.

Said Doug Kelly, president of Russell Athletic, “With the new campaign, The Richards Group has successfully captured the essence of the Russell brand by exposing the passion and dedication of the athletes who wear it.”