Kickstarting a new campaign for the brand and tapping directly into the fan culture surrounding the club, Umbro has launched a special third kit for Argentina’s Atlético Tucumán. It features unique artwork designed by Killa Villa and inspired by the most popular club songs and lyrics, voted for by supporters of the club themselves.
Every now and then you get a kit that just demands your attention, combining striking design features with a deep-rooted story. And Argentinian side, Atlético Tucumán, just got one. The club’s new third shirt drops as the first entry in Umbro’s ‘Every team has one’ campaign, celebrating the unique relationship between football and music. Atlético Tucumán fans were invited to share their favourite club songs, and the most popular ones – as voted for by the fans – were transformed into a unique artwork, designed in collaboration with the international creative design studio, Killa Villa.
The new jersey is introduced with the slogan 'Our fans, our songs,' representing the passion of its fans and the chants that are 'Sung with pride since 1902,' as highlighted in the campaign.
The shirt itself is a bold and brash affair, arriving in a dark blue/purple base with contrasting graphics on the front containing fragments of fans' favourite songs.
Tear graphics streak from left to right, revealing white and sky blue vertical stripes – an obvious nod to the club’s traditional home colours, which they share with the national team. The sky blue accents also feature on the collar and cuffs, with the latter also boasting a repeating band of Umbro’s Double Diamond logo.
It’s a unique piece in more ways than one, and it will debut on Sunday, 26 November, in the home match against Huracán.
The Atlético Tucumán 23/24 Third Shirt is available at tienda.umbro.com.ar
