Umbro
Why, How, and What
Bringing style
and tradition in football
Mister Humphrey started Umbro up when
he saw the rising popularity of football. The sportswear back then was in no
way as innovative and stylish as it could be. That is when Harold Humphreys, a
man barely out of his teens, make his very own sports tailoring company.
Football became a nationwide obsession, the fans needed something they could
connect with.
Being part of
every aspect in the football experience
If it was not going to be a
spectacular game, it would be the smartness of the kits that would catch the
eye of the audience. In 1966 the Umbro shirts were inseparable from the British
football fields: 85 per cent of the football clubs in Britain were wearing
Umbro. But Umbro made the real difference in supplying the fans with kits. They
made affordable football kits for kids, so they could dress up as their heroes
for the very first time. Umbro connected from playing ground to stadium.
Making ground braking
and iconic football appare.
The connection from play ground to
stadium stayed. Nowadays, Umbro still provides moments people cherish. For instance,
I played my very first football match on Umbro boots. The touch of tradition
that comes back in all the kits in combination with the innovation of modern
football makes Umbro a brand they will stay loyal to. Just like they stay loyal
to their club.
BHAG
What you are
deeply passionate about
From the very beginning making
sportswear stylish was most important. It was the main reason the company even
exists. Harold Humphrey was a young tailor and wanted to apply his skills on
sportswear that would cover the needs of a modern athlete. By giving the
clothing a smart look that stood out from the crowd, people wanted to be part
of Umbro.
What you can be
the best in the world at
Umbro’s kits bring a long heritage
and modern football together. The kits often remember the fans of glory years
which gives them hope in the uncertainty football brings. With their big impact
on modern football, their long history, and innovative products Umbro can be
the best at bringing tradition and style to football through sportswear.
What drives your
economic engine
The experience of the fans. Umbro
increases the fans experience with their products which connects them to the
brand. The fans will increase Umbro’s profit.
Goal: Create
a traditional and stylish football kit for all the professional football clubs
in the world that will reflect the glory years of that club and satisfy all the
athletic needs.
Context
The principles where the most
opportunities lay are number 2 Healthy Life and number 7 Access technology.
Umbro is not known for its focus on a healthy lifestyle and also not for using
the newest technology. However, I see a great opportunity if the brand could
combine these two principles in their new developments. Umbro is a sportswear
brand, so a step to a healthy life is small.
Community
Umbro’s community consists of
football fans who are passionate about the sport and everything around it, but
also ones who play the sport themselves. They are not looking for a life
changing innovation, because they are happy to drink a beer after the game. But
they will be happy to improve their game.
Connection
The connection I want to make
relates to recent innovations in the world of football technologies. It is a
small device which can be attached to the football boot and connects to an app
on a phone or tablet. The device collects data when it becomes active: it shows
the distance you have ran and at which pace. Added to that, there is also a
football that can help you improve your shot by looking where and how hard you
hit the ball. Being able to track their achievements will motivate them to work
harder the next game they play, and thus become healthier.
