DC assignment 2

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.