Campaign for Umbro’s new A-Frame trainer.
The brief: Launch ‘A Frame’, Umbro’s lifestyle footwear collection, to a young, football inspired, audience.
The creative challenge: The strategy is called 1350. Inspired by the pitch, for a life off it. A football match lasts 90minutes, this leaves 1,350 minutes a day for the rest of everyday living. As the creators of English Football Tailoring, Umbro want to be part of football admirer’s everyday lives.
Target Audience: 16-24 year old global consumers who have a deep admiration for football and its culture. They don’t necessarily play (or even watch) football regularly but they know the game and understand its culture.
The idea behind this campaign: “Feed your obsession” campaign was designed to raise awareness for the launch of the new ‘A Frame’, Umbro’s lifestyle footwear collection, to a young, football inspired, audience.
Football is more than a sport, ‘It’s a way of life.’