Overview:

Umbro has shaped football (soccer) culture for generations, blending its heritage in sports tailoring with the energy of the modern game. Their kits, footwear, and equipment are known for iconic design and strong performance. For nearly a decade, I led creative teams in developing integrated campaigns for Umbro and several of their professional clubs, helping evolve the brand’s visual identity and on-field presence.

This is Our Game

The launch of the This Is Our Game campaign marked Umbro’s ninety fifth anniversary, celebrating a legacy deeply connected to football culture. I directed and produced the hero campaign video and oversaw the full creative rollout, from stadium graphics and retail environments to print and digital assets. It was a rare opportunity to help define the brand’s voice during a milestone moment.

Package Design

An innovative boot deserves an equally innovative presentation. For the Medusae line, I designed a textured, multi-level package that elevated the unboxing experience and heightened excitement at retail. The two-part structure revealed the boots in a dramatic, staged moment, wrapped in a custom illustration inspired by classic playing card art and the geometry of the football pitch.

Two Sides, One Goal

The Umbro SX boot was introduced with the message “Two Sides, One Goal,” highlighting the fusion of two of the brand’s most successful designs. I directed the creative and production for this campaign, shaping the visual identity and rollout. It was a rewarding project that brought together strong storytelling, smart design, and a clear sense of purpose.

Collateral Design

I led the design of a wide range of Umbro collateral, from brochures and point-of-sale materials to large-format stadium graphics. Each piece needed to carry the energy of the brand while staying aligned to the campaign’s visual system. The goal was to create work that was bold, cohesive, and built to stand out across retail spaces, event environments, and match-day settings.