In 1966 the USSR's World Cup team abandoned their Umbro kit in favour of a self-designed Soviet strip.
While the Umbro kit was lost to history, it was never forgotten. We were briefed by Umbro to launch the reincarnation of the 1966 kit as a contemporary lifestyle collection, in line with the Russian World Cup 2018.
Post-Soviet style has become one of the biggest movements in street wear fashion, growing out from the apartment blocks of Moscow to the fashion houses of Vetements and Balenciaga. Our campaign see’s the collections sit within this world, creating a contemporary, on-trend Russian look with Umbro pieces at the core.
We used local Russian photographer Olya Ivanova to capture the campaign using traditional film cameras and an all Russian cast and crew. Our campaign places the collections in an atmosphere that immediately communicates the story behind the range. Shooting in an abandoned Soviet football ground, Eduard Streltsov Stadium, models sport the collection in and around the stadium, moving through all of the different locations and scenarios within.
We also created a campaign film to work alongside the stills. Recommended by Olya Ivanova, Sergey Kostromin is a Videographer from Moscow who captured a beautifully authentic mood film on Super 8 and 16mm vintage cameras; perfectly encapsulating the feel of post-Soviet Russia, and what could have been for the missing kit.
For our product shoot we worked with Leonid Sorokin, also a Moscow based Russian photographer.
Leonid photographed the product within the real environment, using elements of the abandoned stadium, positioning different items from the range within that visual world.