Iconix Brand Group, Inc. (NASDAQ: ICON) and Umbro, the iconic football brand known for its rich heritage rooted in the game, announces a multi-year deal with U.S. National Women’s Team member Ashlyn Harris, revealing her first campaign as a brand ambassador for fall ’17. Together, Umbro and Harris will usher in a new era for the modern consumer focused on both on-field and off-field apparel, while celebrating legacy products and the brand’s football-only point of differentiation.
Umbro’s new marketing campaign, shot in Harris’ hometown of Cocoa Beach, FL where she plays for the Orlando Pride of the NSWL, encourages fans to share their passion for the game anywhere, anytime. Umbro and Harris believe that what makes people passionate about football is not the fancy footwork, the goals, or the trophies, but the fact that football belongs to everyone on any field– the beach, the streets, school yards and more.
“My first memory of Umbro was when I refused to take off my orange and purple Umbro checkerboard shorts for church at 5 years-old,” says Harris, the U.S. National Women’s team goalkeeper and FIFA World Cup champion. “I won that battle, and that drive to express myself and stay true to myself, even as a kid, is why I’m so excited about my partnership with Umbro. The brand is the original, and they understand the way the culture of football and the product they create inspires passion, commitment and courage on-and-off the field,” she continued.
Harris, who worked with the Umbro team to style her favorite looks on set, will also appear in a series of custom videos for the brand and partner with Umbro to spread her passion for the game nationwide to athletes and non-athletes alike. The powerhouse goalie will show fans how to incorporate the sport into their daily lives, whether or not they have accessibility to a fancy field. Harris will share her journey with Umbro with her loyal following, and share exclusive content across Umbro’s digital channels. She will exclusively wear Umbro cleats and gloves during her U.S. National Women’s Team games and will work with Umbro on exciting upcoming product collaborations as part of Umbro Premier, launching in spring ’18.
“We identified Ashlyn as our brand ambassador as she epitomizes the Umbro spirit, with skills and unrivaled confidence both on-and-off the field. As a star of the U.S. Women’s National Team and the Orlando Pride, Ashlyn is a true fan-favorite,” said Jamie Cygielman, CMO and EVP, Iconix Brand Group. “Umbro’s ‘Double Diamond’ logo is synonymous around the world of football, or as we refer to it in the U.S., soccer, and as we increase our presence in the U.S. we’re thrilled to partner with athletes like Ashlyn that bring together the sport and style.”
The resurgence of the Umbro core athletic short styles and the brand’s ‘Double Diamond’ logo is intended to connect with both nostalgic longtime fans of the brand, as well as new consumers in today’s fashion world where “retro,” fan-favorite brands are rapidly reemerging in the marketplace. Umbro broke into the fashion space in 2017 with trend-driven, elevated retailers like Urban Outfitters, Forever 21, Pac Sun and Zumiez following an Off-White partnership with Virgil Abloh and appearance in the June Vetements show for spring ’18.
Capitalizing on these strides, Umbro is continuing to inject new product into the marketplace with a collection that captures core authentic football sportswear as well as classic lifestyle apparel. The fall collection features heritage pieces such as the diamond track jacket and boots (cleats) mixed with branded sports lifestyle apparel for men and women including t-shirts, leggings, joggers, sports bras and tops.
Globally, Umbro operates in more than 100 countries around the world. The brand sponsors more than 120 clubs and 200 players worldwide. The ‘Double Diamond’ has been sported on and off the field by some of the world’s greatest players and teams—from Ballon D’Or and David Beckham to World Cup winners and top celebrity fashion influencers such as pop star Justin Bieber and runway model Bella Hadid.
(Iconix Brand Group, Inc.)