Football has become dominated by two big brands. And for consumers of a certain age, these brands dominate the conversation around boots, fashion and the game itself. We needed a way to reconnect Umbro with these consumers, and to make the most of their 95 years in the game.
Looking at the market leaders, and the rest of the market, we were struck by the ‘disneyfication’ of sports design and communication. Brands had become obsessed with the hyper-real side of the game, they’d moved away from the world of real football. The opportunity was wide open for us.
The world of real football celebrates players of all levels, recognizes the drama in both winning and losing and puts fans at the heart of the game. It’s honest, storied and real.
It’s what the game is really about, and it’s the perfect path to take for a brand with the history and credibility of Umbro.
We mined Umbro’s rich and uniquely British heritage for a wealth of gems that spoke of the brand’s place in football’s past, present and future.
But the problem with brand resets (and we’ve been involved in a lot of them) is that they tend to end up as a PDF or PowerPoint and as such, lack a sense of permanence which, in turn, leads to audience ambivalence.
We weren’t prepared to let that fly this time. Enshrining Umbro’s brand plan, visual identity and philosophy in three beautifully produced companion books signaled that this brand reset was for real.