A world-first partnership with Konami’s Pro-Evo made the kit downloadable the moment that it was revealed by the squad at Wembley. We created a suite of iconic visual assets, featuring John Terry and Wayne Rooney that creatively expressed the product story. These featured in a series of impactful, product-led global exclusives and news stories spanning style, culture, news, sports, music, tech and design media.
‘Umbro: Tailored by England’ Energy Spaces, that featured VIP screenings, private gigs, games evenings, footballer Q&As and pre-order tailoring studios, kicked off in London, New York and Tokyo and created global fame for the kit.
Over 28 million adults were hit with the key messages, 58% of the total population. Over 20,000 shirts were sold in the first 24 hours. The campaign won Best Launch at Cannes Lions and Campaign of the Year at the PR Week Awards.