To celebrate the culmination of the brand’s 95th anniversary year, Umbro have launched a new campaign called ‘This Is Our Game’, and it’s presented as a true expression of the brand’s passion for the beautiful game.
Umbro’s ‘This Is Our Game’ campaign is heralded by a video, produced by Manchester-based creative agency LOVE. It mixes footage from games, existing clips and newly created player and fan shoots around the world, showcasing the Double Diamond’s passion for the beautiful game – from grassroots to the highest levels of the professional game, from players to fans, from the pitch to the stands.
There are some familiar faces featured in the film including Umbro brand ambassadors Pepe, Esteban Paredes, Paolo Guerrero, Edison Flores, Hudson Santos and clubs from Umbro’s rich portfolio of partners around the world such as West Ham United, Al Ahly SC, Gremio, Santos, Colo-Colo, Club Nacional de Football and more.
Helene Hope, Umbro’s Head of Global Brand Marketing said of the process and result: “We are very proud of the film that we created in collaboration with Love and our many partners around the world. It was extremely gratifying working with them and feeling how passionate they were about this project. The process was unusual and had its own challenges – however, we could not be happier with the result. The film is real and perfectly captures Umbro’s attitude towards the game and the emotions of those who love it as much as we do – no filter needed with passion this strong.”
Umbro's 95th anniversary has been celebrated through a number of projects over the last 12 months, including the unveiling of giant mural in Manchester’s Northern Quarter, and a competition offering young amateur players a one-year sponsorship deal with the brand.
