Thinking about the Content Direction.

Umbro has alot of avenues it could potentially venture down with their new sound and vision campaign in terms of angles and products.

• Core market: football 
• Secondary market: low end clothing
• Tertiary market: high end clothing

When looking at these markets, I begin to think about how difficult each would be to make interesting and attract the attention of a modern day consumer. 

When returning to Umbro's site, a nice piece of content was at the top of the page. (See below).

The picture above is of an upcoming shoe, which surprisingly to me, is actually quite an attractive piece of engineering coming from the often slapdash brand. Mesh panels, suede and an attractive foam/gum midsole combo is enough to make most people ignore the grotesquely large red Umbro logo pasted on the back in an effort to claim the design. 

My thoughts on this approach.

To put it bluntly, there is something very tasteless about plastering unnecessarily large logos on items in order for people to identify the brand. The product ideally should speak for itself, a good brands logo on a product will be a plus, not a defining feature (in 95% of cases: disregarding status symbol type products).

So what direction does that leave me with?

I believe the best approach to bringing Umbros withered character back to life, is by taking its primary demographic of football and blending it with higher fashion.

They are not strangers to premium football clothing, with examples in both Patta and Palace collabos. An interesting decision now will be whether to do it alongside another brand or simply use Umbro as a solo resurgence. 

My gut feeling:

Look, i know its nice to have someone hold your hand and help you get through a hard time, but if youre relying on others, you never can stand on your own. That is why the campaign will be a solo Umbro venture to help them gain control of their own brand image again.