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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
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ENHANCING RETAILER RELATIONSHIPS
5 CHAPTER MOODBOOK
Retail Market
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CHAPTER 2
SOCCER WorlD CUP 1966 Poster
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Chapter 3
Lookbook ABOUT THE BEACH CAPSULE COLLECTION
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Chapter 4
Postcards presenting 4 lovely Soccer clubs
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Chapter 5
Calendar ABOUT MAGIC SOCCER MOMENTS submitted by FANS VIA A competition
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AWAreness in Trade Press
PRINT Ad
Retail Market
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Fair presence
ISPO MUNICH
Retail Market
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Product presentation
Fashion Lookbooks
Retail Market
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UMBRO PLAYER
ON THE PITCH PR INTERVIEWS
Retail Market
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Awareness in Lifestyle press
Print ad
Consumer Market
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Story Telling & PR
ART & FOOTBALL CALENDAR
Consumer Market
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Story Telling & PR
Artist Co-op TAPE GALLERY
Consumer Market
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Product Animation
POS Feature Film
Consumer Market
Awareness in Lifestyle Press
Advertorials
Consumer Market
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