UMBRO USA

THE ASK

Drive awareness and increase visibility for Umbro USA's channels through creative storytelling campaigns.

OVERVIEW

The Double Diamond. For almost a hundred years, Umbro has been one of the leading soccer equipment manufacturers in the world, creating memorable boots and kits that have stood the test of time. In an exceedingly competitive North American soccer market, we were faced with the challenge of driving audiences towards Umbro and its products.

CONTENT STRATEGY & PRODUCTION, PHOTOGRAPHY, VIDEO

FEATURE STORIES

Activating our creative network, we sourced and produced 21 different stories across 12 cities in North America to be featured on UmbroUSA’s social channels. Through weekly Instagram carousels, we highlighted players, creators, small business owners, and supporters. We focused on their personal and professional journeys, all while they wore the latest Umbro products.

VIEW THE LATEST

POWERFUL COLLABORATIONS

The stories were deployed as Instagram collaboration posts between UmbroUSA and the subject of each interview, allowing UmbroUSA to seamlessly tap into the highly-engaged micro-communities that each collaborator has built on social media.

view umbrousa x eric calvillo

UMBRO USA x
MEN IN BLAZERS

In addition to our storytelling features, we also partnered with UmbroUSA to produce the visual and written content for the release of their Men in Blazers collaboration capsule. In a two-week span, we produced a launch video in New York, flatlay photography of all the items in the collection, model photography, and copywriting for the global Umbro website.

TRACKSUIT GALORE

NATIONS COLLECTION - 2022 FIFA WORLD CUP

Ahead of the 2022 World Cup, we worked closely with UmbroUSA to develop a storytelling campaign for the launch of their Nations' Collection. We conducted photoshoots and interviews with American Outlaws chapter leaders in El Paso, Cincinnati, and St. Louis -- three fervent soccer markets that are often overlooked. We highlighted these fans' uplifting stories to unveil these special jerseys and rally American supporters around this new release.

MEET THE OUTLAWS

A NEW WAY
TO CONNECT

Earnest, bite-sized storytelling can be a powerful tool to engage with the North American soccer community. By telling impactful stories, we were able to triple engagement and impressions on UmbroUSA’s social media channels.

2.7 M+

TOTAL IMPRESSIONS (OCT 2022 - MAR 2023)

50 K+

TOTAL ENGAGEMENTS (OCT 2022 — MAR 2023)

9.48 %

FEATURE STORIES AVG ENGAGEMENT RATE

UMBRO USA

2.7

M+

50

K+

9.48

%

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