Launch ‘A Frame’, Umbro’s lifestyle footwear collection, to a young, football inspired, audience.
The Creative Challenge:
Create a global campaign promoting their new lifestyle footwear range.
The brand’s strategy is to use their existing positioning as a football brand and products inspired by on-field heritage to inform the new lifestyle brand and product offering.
The strategy is called 1350. Inspired by the pitch, for a life off it. A football match lasts 90 minutes, this leaves 1,350 minutes a day for the rest of everyday living.