Umbro Sportswear

The Original Inventors of Sportswear

Umbro Sportswear

The Original Inventors of Sportswear


Umbro’s first major football kit was made for Manchester City in 1934, a kit they wore when they won the FA Cup.  Today, the company combines its heritage in sports tailoring with modern football culture to create groundbreaking and iconic football apparel, footwear, and equipment that blend performance and style. For nearly a decade, I had the pleasure of directing my creative teams in developing several 360º campaigns for Umbro and several of their affiliated professional teams.


Sportswear, Apparel, Retail

Services Provided:

• Campaign DNA
• Creative Direction
• Tone of Voice
• Art Direction
• Website UI/UX Direction
• Package Design
• Video Production

Website Development

I’ve always been attracted to finding better ways to simplify the communication of heavy content. There was a rewarding challenge from developing the Umbro website which came in the form of laying out a site that expressed so much excitement through very little clutter. I was called on to work with our UX/UI, creative, and development teams in the design and launch of several Umbro websites.

This is Our Game

Campaign Launch

The 2019 launch of the This Is Our Game campaign was to celebrate the culmination of UMBRO’s 95th anniversary. I am excited to have directed the production of this video, along with the entire campaign collateral production from stadium designs to print.

Package Design

Medusae Football Boot

An innovative football boot deserves to be presented in an innovative way. That was my approach when I was hired to design the packaging for the new Medusae boot from Umbro. I designed a box with two compartments – one reveals the boots, and one makes them disappear. I was tasked with creating the illustration wrap around it. Taking a traditional playing card aesthetic, the design wove graphics and patterns through a football pitch-inspired frame.

Two Sides, One Goal

Campaign Launch

The Umbro SX soccer boot was marketed with the message “Two Sides, One Goal”. The Boot is a fusion of two of their most successful boots. Directing the design and production of this campaign the production of this was truly enjoyable and satisfying.

Collateral Design

The design for the collateral to be used to support the new Scotch & Soda brand identity, as well as advertise its global expansion and establishing retail outlets in North America.