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
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
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.