It’s Time

In September 2021, Umbro wanted help leveraging the new kit launch for England Rugby – for both men’s and women’s teams – whilst announcing a four-year partnership extension between Umbro and England Rubgy.

We were briefed to come up with new idea that would not only generate attention from media and fans but also make a positive impact on the game.

Poppie It's Time

What we did

We supported Umbro with a historical kit launch, whereby different kits had been designed for the men’s and women’s teams. The Red Roses had traditionally worn the same style as the men but this time, Umbro created a bespoke kit just for them, making the women’s game, for once, the central focus of the occasion.

While championing the women’s team for launch, we created the brand’s new multi-sport creative campaign, called ‘It’s Time’, which highlights the performance and preparation of athletes throughout a week.

We are now working with Umbro to roll out the It’s Time campaign across the rest of their Rugby, Formula 1 and Football partnerships.


The results

With a strategic paid, earned and owned media approach, we amplified the launch, helping to generate coverage within Umbro’s target media outlets as well as support from key rugby and sporting influencers.

The response from media and fans was positive and the historical moment generated significantly more conversation than previous kit launches. In turn, it has deepened Umbro’s connection with rugby and increased its credibility within the space.

Front cover

of World Rugby Magazine


Coverage circulation


Media clippings