How Umbro uncovered its DNA to build for the future
Umbro’s position in the UK sports sector is unrivalled. But when Nike took over the brand in 2007 fears were voiced that Umbro’s heritage could be lost forever. However, since then, the brand has built on its history and, with the added vigour that came with Nike, it has continued to push its heady mix of football and culture. So, with the 2010 football season just kicking-off, how will Umbro approach its marketing and what long-term missions are at its heart? Umbro’s marketing director Trevor Cairns, spoke exclusively to The Drum.