Cheetham Bell looks beyond football terrace culture in first major work for Umbro

Umbro is set to launch its first major campaign for two years through its Manchester-based ad agency, Cheetham Bell.

Umbro is set to launch its first major campaign for two years

through its Manchester-based ad agency, Cheetham Bell.



The ads are the first to be created by Cheetham Bell, which was

appointed to handle the account in 1997. They feature the football

stars, Alan Shearer and Michael Owen, but, unlike previous Umbro

advertising, owe little to football terrace culture.



Instead, they focus on the motivations we all have in common with

sporting heroes.



The new campaign represents an attempt to widen the appeal of the brand

beyond football fans and is in marked contrast to the last Umbro ads,

created by DMB&B, which carried the strapline ’Only football’.



Peter Draper, Umbro’s director of retail marketing, said: ’Research

shows us that it isn’t enough to say that a top footballer wears your

brand.



Kids today want some relevance to them. We have in our stable two of the

highest-profile football stars, but we’re using them differently from

other sports brands. It’s not what these players do, it’s what inspires

them to do it.’



The campaign breaks later this month on 96-sheet posters and in the

February editions of the style magazines, with a television campaign to

promote the new England football kit. Umbro plans to spend around pounds

2 million in 1999.



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