Umbro: Tailored By England

Umbro is the football brand no one knows is from Manchester, England. 

The pitch-winning concept “Tailored by England” sought to embrace England’s ever-increasing diversity and global cultural influence, by recognizing that diversity under the newly redesigned kit for the England National Football Team.

To gain attention for the label, we showed “gurning,” a little known British pastime, punk rockers in China, English purebreds, a very diverse delivery room, and an epic image of one person illustrating the 198 different ethnicities living in England at the time.