Springetts appointed for Umbro diversification

Sportswear manufacturer Umbro has appointed Springetts to develop a consistent worldwide packaging strategy, as the client looks to broaden its offer and bring greater consistency to its brand.

Springetts was appointed after a three-way credentials pitch against unnamed groups. It is working with the client on the strategic side of the project, and will create a packaging identity for the product range.

Traditionally, Umbro has confined itself to football products, including football boots, shin-guards, studs and football kits. It has used the strapline “only football” to reflect this focus.

But in recent years the company has diversified into areas such as leisurewear, and plans to drop the football strapline to communicate the development.

“Football is still the predominant focus, but we are moving into more lifestyle products, such as a new American college-style range… But we are retaining our core values of authenticity and technological leadership,” says an Umbro spokesman.

Umbro consumer marketing manager Helene Hope adds: “Our drive now is to build on and broaden the overall brand message to position Umbro as a contemporary sports brand with football at its roots.”

Springetts has worked with Umbro for 11 years on projects including corporate identity, literature and packaging.