Rejuvenating traditional football cultureMore Info Hide Info
Insight - Objective
To reposition the traditional soccer equipment manufacturer from a high quality soccer brand to a leading sports lifestyle brand without compromising its heritage.
Concept - Strategy
We developed a holistic marketing program reflecting the slogan "One Love" created by Umbro`s headquarter. The retail market was approached via a 5-chapter moodbook, an emotional fair booth, modern lookbooks and advertorials for the trade press. We targeted the consumer with a print campaign in lifestyle magazines and PR initiatives (artist co-operations, product placements, meet & greet with Umbro players...).
All activities enhance the One Love campaign and its underlying philosophy that the word of soccer is more than a game played in a stadium. Soccer is a feeling of love that exists everywhere.
Output - Impact
Nike bought Umbro.
Event & PR Concept
Exhibition & Event
Track & Field
2005 – 2007