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Report Published: 23 Oct 2012

Umbro’s New Strategy: Urban Apparel


British sportswear brand Umbro launched a competition in October 2012 to find the best aspiring street artist in Europe. The top artists will ‘battle’ in freehand illustration at US-based sportswear retailer Foot Locker’s UK flagship on Oxford Street. The winner will create a street mural advertisement for the new Tailored by Umbro apparel collaboration with Foot Locker.

Umbro also launched collaborations with British knitwear brand John Smedley and London skate brand Palace Skateboards earlier this year.

With an 88-year heritage steeped in football, the brand’s move towards lifestyle apparel comes after its parent company, American sportswear giant Nike, announced in May 2012 that it was selling the company due to poor financial performance (it bought the company in 2008). Nike is taking over contracts for both England and Manchester City Football Club shirts from next season, despite Umbro’s 60-year history of supplying the England team.

According to speakers at the recent Social Media Week in Los Angeles, localised events are key to sports brands engaging with consumers. Read more about how brands are harnessing consumer creativity in the Marketing & Branding Industry Trend Consumer Creators.


Foot Locker