2016 will see Umbro release a limited edition version of the Speciali Eternal Football Boot in celebration of their star Asset Pepe. Pepe will be wearing the boots in the Euro 2016 Football Tournament taking place this year.
The thinking behind the campaign came from iconic architectural art of Portugal (The national side Pepe plays for) and classic garments of France (where the tournament would be taking place). These were the Azulejos tile and the lines of the Breton.
Azulejos are a form of Spanish and Portuguese painted tin-glazed ceramic tilework. They still constitute a major aspect of Portuguese architecture as they are applied on walls, floors and even ceilings. Many azulejos chronicle major historical and cultural aspects of Portuguese history.
The Breton Fisherman Sweater was designed to protect fishermen from the elements during long days and nights at sea. Originally reserved for professional purposes, the Fisherman’s sweater has now become, like denim, a 20th century fashionable clothing item and recognisable french icon.
The final concept was delivered over digital channels throughout the world, using the gold of Portugal to form the lead colour in the campaign and pairing the artwork with the line “The Fine Art of Defending” to represent Pepe’s role in the game.
Boot photography by Daniel Cheetham
