The first of its kind, sportswear tailors Umbro were established in 1924 on three core tenets – to provide quality, style, and performance advantages to the athlete. By the time of its purchase by Nike in 2007, Umbro's reputation had slipped a considerable distance.
By 2012, tailored, artisanally-inspired menswear experienced something of a renaissance with young style influencers globally. With its unsurpassable history and lead by a visionary in the sportswear stakes in Nike sportswear’s VP of Product Phil Dickinson, Umbro was well placed to benefit from this market opportunity.
In May 2012 Phil Dickinson positioned me as the creative to lead a new special projects initiative to ignite new audience interest in the brand through new product capsules and integrated storytelling. By creating a nimble platform for product away from the seasonal collection, we were able to make compelling statements about the brand's values and shift audience perception of the brand from the top down.