Umbro underlines football roots

Umbro underlined what the company called ‘a commitment to being a truly authentic football brand’ in a presentation to its key retail partners under the arch of the new Wembley stadium last week.

Owners and buyers from some of Britain’s leading retailers heard how Umbro UK would deliver the brand to the high street for next year’s European football championships. The likes of Sports Direct, JJB, Next, M&S, Soccer Scene and JD Sports were told how Umbro plans to leverage the commercial opportunity offered by its relationship with England and ‘football performance’.

The ‘experience’ day included a flavour of Umbro’s new brand campaign for 2008, the first viewing of the new England shirt, a guided tour of Wembley, a Q&A session with Alan Shearer and a one-to-one appointment with the FA Cup.

Says Phil Fellone, managing director of Umbro UK: “We are delighted to give our partners the chance to experience the Umbro brand and what it can deliver. I had many comments during the day regarding the positive reinforcements of Umbro’s position in football.”

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