Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


Umbro stars of England launch 2009 kit with passion

Umbro stars of England launch 2009 kit with passion

When Umbro launched its new 2009 kit for England last month, the challenge was to do something that marked the global positioning of the brand, while also introducing a fresh new look following the brand’s acquisition by Nike.

Integrated agency Exposure was appointed the launch task and challenged with inspiring consumer emotion.

The design was kept top secret until the unveiling when England walked out on to the pitch at Wembley to take on Slovakia in a friendly match on 28th March.

Furthermore, it was essential to create a campaign that was engaging and appealing for the target audience, reaching beyond the diehard football fan.

The new football shirt design marked a shift in style and design process for the England kit.  Created by a team of credible designers, it could feasibly be worn by someone who would normally feel comfortable wearing a designer shirt on the weekend, but might not wear a football one. It also had a number of unusual design features, many harking back to England kits of yore, and is the first to be sold by chest size, rather than simply ‘small, medium or large’, providing the tagline ‘Tailored by England’.

Exposure also wanted to combine feelings of patriotism and history, as well as love for football, in all marketing activity. In communicating such a passionate message there is often no substitute for face-to-face contact and so Exposure decided to make this an integral part of their strategy.


The resulting campaign was truly multi-disciplinary and spanned face-to-face, digital, PR, retail and experiential activity.

PR: The PR campaign for the launch was a mixture of protection and promotion. Exposure managed to avoid any leaked pictures of the shirt appearing in print, despite much tabloid interest.

The main activity, in line with the overall strategy, was to deliver media coverage beyond the traditional sports and football pages, communicate Umbro's key message - Tailored by England - and create content beyond the actual shirt. The PR activity also used John Terry and Fabio Capello in activity around the launch.

Influencer dinner: Exposure set up an ‘influencer dinner’ to which cultural commentators, celebrities and opinion-formers were invited. Seventeen key London influencers/football fans including DJ Nihal Arthanayake (Radio 1), Reggie Yates (MTV) and James Degale (Olympic Boxing Gold medallist) came along to this event, at which they were able to see an early reveal of the kit to ignite debate the WOM and blogging channels

Cab driver briefings: Exposure ran a word of mouth seeding campaign in London and Manchester to enlist the networking and chattering power of the most self-appointed football experts: cabbies.

Gaming community: A live gaming addition to the campaign came through a link up with Konami and Pro-Evo Soccer. The new kit was launched to online gaming fans at the same time as the players were live on the pitch – which meant that anyone playing Pro-Evo online at the time of the reveal would see their players’ kit change in real-time.

Umbro: Tailored by England (aka the Energy Space) – devoted spaces were set up in east London, New York and Tokyo to showcase the kit to the media. These were the only places in the world where you could see the kit between its official launch and sale dates.

The space was also used for VIP screenings of matches; private gigs, games evenings, footballer Q&As and finally turned into a retail space when the kit was available to buy.  For a time, the space served as a tailor's studio where visitors could have a shirt tailored to fit them.

Vice magazine partnership: Tailored Heroes: Exposure partnered with Vice magazine and, which focused on England’s new ‘first eleven’ of emerging talent across a number of fields (art, music, sport) as nominated by Vice magazine. Each one spoke about their work, their passion for football and what it means to them to be English.

Kid's competition: Exposure wanted to find two young photographers to photograph England playing at Wembley on 28th March – the match at which the new kit was unveiled. The competition launched as a Facebook Group and attracted over 14,000 fans, 400 entries and 2 winners in 3 weeks.  The winning pictures are being featured in variety of media outlets.


The campaign was a phenomenal success, attracting not only blanket media coverage, but a great deal of positive word of mouth – and most importantly, a large number of sales. 

PR activity around the campaign generated a great deal of coverage, including a front cover and four pages in ‘Live’ magazine featuring John Terry and a front cover and six pages in the Sunday Times magazine featuring Fabio Capello. The tabloids also used a picture, created by Exposure, of Wayne Rooney wearing the new kit and walking with 3 lions on the front page of the newspaper.

The new England shirt has been a huge success since it went on sale on April 1st and Umbro has seen new audiences, which previously may not have been engaged,  buy into the concept of owning a shirt.  In redefining the design and creative process behind the England kit, Umbro has driven a reassessment of the England shirt as a suitable and stylish lifestyle item.

Heather Ogie, Group Communications Director at Exposure said: “Our strategy targeted several different media channels in a variety of different ways to a number of groups with this relaunch, so it was essential that each element of this campaign was thoroughly planned and its execution robust. What really generated such impressive results was the combined force and integration of all the aspects of the marketing and PR activity which worked seamlessly together. We’re really pleased with the results.”

viagra coupons online go discount prescription drug cards
prescription transfer coupon discount prescriptions coupons
coupons viagra go coupons for prescription medications
pet prescription discount card site coupon for prescriptions
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
local abortion clinics facts about abortions
discount prescriptions coupons printable coupons for cialis
abortion pics abortion clinics in miami abortion laws by state
drug coupon click prescription coupons
bystolic coupons for free site when will bystolic go generic
prescription card discount open cialis coupons from manufacturer
abortion clinics houston how much does abortion cost how does the abortion pill work
linzess patient assistance what is the generic for bystolic linzess patient assistance
sumatriptan 100 mg sumatriptan 100 mg sumatriptan 100 mg
coupon cialis prescription drug discount cards free prescription drug cards
aida kreuzfahrt aidadiva aida angebote
buscopan contre indication buscopan grossesse
pro-choice abortion facts how many abortions can you have pill for abortion
free cialis samples coupon coupons for prescription drugs coupons cialis
coupons cialis coupons cialis
free cialis coupon coupon for prescriptions
priligy hinta priligy 60 mg
duphaston duphaston tablete duphaston forum
medication abortion pill side effects of abortion pill pro abortion
abortion pill facts abortion pill law abortion pill definition
aspiration abortion early abortion pill types of abortion pill
lamisil para que sirve lamisil
buy abortion pill the cost of abortion reasons for abortion pill
abortion ethics abortion clinic locations
naltrexone online naltextrone
opiate antagonist naltrexone revia for alcoholism
what is naltrexone made of naltrexone and heroin what does naltrexone feel like
phenazopyridin erfarenhet phenazopyridin dosering

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.