Football culture? Umbro’s made for it

When Nike spent £285m on England kit manufacturer Umbro, the Manchester-based sportswear brand set about building a new identity for itself. Louise Jack discovers that the repositioning is now complete


Umbro history

1910 Humphreys Brothers Clothing founded in Wilmslow, Cheshire.

1924 Company changes name to Umbro – a contraction of Humphreys Brothers.

1934 Umbro makes the kits for FA Cup finalists Manchester City and Portsmouth.

1966 85% of British clubs wear Umbro – moreover, 15 of the 16 teams in the World Cup Finals.

1985 Umbro enters the football boot market.

2006 Umbro collaborates with hat designer Philip Treacy to create a range of luxury sportswear.

2007 Umbro is bought by Nike in a deal worth £285m.

2009 Umbro launches a clothing collection called Football Wardrobe. To promote the range, the brand has entered into a partnership with chart-topping band Kasabian.

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