This Is Our Game: Umbro Launches New Campaign

Manchester, UK 15 November 2019

Today Umbro launches a new campaign celebrating the culmination of its 95th anniversary year.

This anniversary was celebrated across a number of projects including a consumer competition offering young amateur players a one-year sponsorship deal and a 10-foot Mural in Manchester’s Northern Quarter as well as exhibitions by Mundial and NSS in Manchester and Milan showcasing 95 jerseys from the brand’s past and present. Each campaign was inspired by an Umbro brand first and epitomised Umbro’s position as an accessible, democratic and relevant brand steeped in a rich history.

The celebrations reach a high point with the “This is Our Game” brand campaign, a true expression of the brand’s passion for the beautiful game – from grassroots to the highest levels of the professional game, from players to fans, from the pitch to the stands – Umbro love and champion all levels of the game  the same way. Wherever there is Football there is Umbro.

Created by Manchester based creative agency LOVE, the film mixes footage from games, existing clips and newly created player and fan shoots around the world. There are some familiar faces featured in the film including Umbro brand ambassadors Pepe, Esteban Paredes, Paolo Guerrero, Edison Flores, Hudson Santos and clubs from Umbro’s rich portfolio of partners around the world such as West Ham United, Al Ahly SC, Gremio, Santos, Colo-Colo, Club Nacional de Football and more.

The narrative takes the viewer through a day in the life of football – from supporters waking up at the crack of dawn to the players arriving at the stadium, the sights and scenes outside the ground as kick-off approaches and the rollercoaster of emotions experienced during the 90 minutes.

Helene Hope, Umbro’s Head of Global Brand Marketing sums up the process and result “We are very proud of the film that we created in collaboration with Love and our many partners around the world. It was extremely gratifying working with them and feeling how passionate they were about this project. The process was unusual and had its own challenges – however, we could not be happier with the result. The film is real and perfectly captures Umbro’s attitude towards the game and the emotions of those who love it as much as we do – no filter needed with passion this strong”

Look out for #Thisisourgame on social media and check out the full film now. 


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