Umbro
Rejuvenating traditional football culture
More Info Hide InfoInsight - 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.
Skills
Artist Collaboration
Communication Development
Content Development
Event & PR Concept
Exhibition & Event
Film
Print
Recruitment
Key Creatives
Rosebud
Tape Gallery
Track & Field
John Terry
Michael Owen
ENHANCING RETAILER RELATIONSHIPS
5 CHAPTER MOODBOOK
Retail Market
CHAPTER 2
SOCCER WorlD CUP 1966 Poster
Chapter 3
Lookbook ABOUT THE BEACH CAPSULE COLLECTION
Chapter 4
Postcards presenting 4 lovely Soccer clubs
Chapter 5
Calendar ABOUT MAGIC SOCCER MOMENTS submitted by FANS VIA A competition
AWAreness in Trade Press
PRINT Ad
Retail Market
Fair presence
ISPO MUNICH
Retail Market
Product presentation
Fashion Lookbooks
Retail Market
UMBRO PLAYER
ON THE PITCH PR INTERVIEWS
Retail Market
Awareness in Lifestyle press
Print ad
Consumer Market
Story Telling & PR
ART & FOOTBALL CALENDAR
Consumer Market
Story Telling & PR
Artist Co-op TAPE GALLERY
Consumer Market
Product Animation
POS Feature Film
Consumer Market
Awareness in Lifestyle Press
Advertorials
Consumer Market
TestOpa auf Bank