England Rugby kit launch

Umbro has nearly one hundred years of heritage in developing performance-focused products for elite sports teams and athletes, including within rugby. Yet it is traditionally seen as a football brand.

Enlisting us to deliver the launch of its new partnership with England Rugby, Umbro set about positioning itself as a true multi-sport brand, once again.


What we did

Our team developed a communications strategy that aimed to reintroduce the brand to rugby followers, whilst extending into general sports fans and a lifestyle audience.

At the core of the partnership announcement was the showpiece unveiling of the new Umbro and England Rugby kit, for both the men’s and women’s teams.

With Umbro supporting both the men’s and women’s game, we wanted to put the two teams on a level playing field, with equal prominence in marketing and media material a crucial action for the launch.

Targeting owned, earned, and paid media channels, a teaser campaign paved the way for a global reveal alongside media relations and influencer engagement.

The results

Most commonly known in the UK as a football focused brand, the launch of the partnership altered brand perceptions within the rugby community, with widespread appreciation for the new Umbro kit.

Positive sentiment dominated the reaction received at the newly launched @UmbroRugby social channel. Just one week after the unveiling, we had achieved a reach of 200m through earned coverage.

Umbro is a brand synonymous with some of the most iconic sporting moments over the generations. The brand’s reintroduction into rugby was another major moment. To support in the global launch of its new England Rugby kit, was a huge opportunity. Since then, the activity surrounding Umbro’s rugby partnerships with Bristol Bears, Ospreys and the brands men’s and women’s rugby ambassadors, has led to some outstanding creative output and helped lay the foundation for some exciting work to come.

Michael White
Communications Director