Brief
With all eyes on the growth of soccer in North America, the original soccer apparel brand Umbro were looking to localize digital and social content to increase the brand’s visibility while continually aligning with their global brand identity and rich history.
Insights
Umbro is the original soccer apparel brand. Other brands may now be bigger, but Umbro’s history can’t be matched by the competition.
Ideas
As Umbro nears 100 years in soccer, the brand’s heritage can be a catalyst for engagement through storytelling about the past, present, and future of the brand.
From the double diamond logo to the iconic checkerboard shorts, Jorge Campo’s legendary Umbro goalkeeper jerseys to Pele wearing Umbro on his magical feet, the rich heritage of Umbro has the power to reengage Gen X and Millenials who loved the brand while highlighting the authenticity and credibility that Gen Z values.
Actions
We tapped in the Soccer Collective, our bespoke network of creators, influencers, and athletes working together to promote original content and storytelling around the North American soccer experience. Through editorial content, social media and influencer marketing, creator collaborations, amplification, and product seeding, we created a full-funnel content ecosystem that all drove back to Umbro’s authenticity in the space as the original soccer brand.
We managed Umbro’s social accounts with a focus on creator and personality-led storytelling features, from influencer gamers to professional players.
We also created capsules and collaborations to engage strong communities, ranging from a special capsule with Men In Blazers to sponsorship of New York City’s biggest coed soccer league, NYC Footy.
