Umbro has dropped its “Only Football” tag as the brand diversifies into general leisure sportswear.
The privately-owned Manchester-based company, which kits out the England football team, will produce trainers and apparel, such as tops and jackets, for the general sports market. Until now all shoes and clothing were made expressly for football use.
Steve Preston, Umbro chief operating officer, says: “We are much more than a football brand. We are a modern, dynamic, contemporary sports brand.”
Martin Prothero, marketing communications director, adds: “We will not be straying into the things that Ralph Lauren or Tommy Hilfiger do. It’s a change of emphasis.”
Umbro has also created a new Licensing & Brand Development unit, which will oversee the deals it has struck in more than 36 countries.