Umbro

Umbro is a British sportswear brand specializing in football (soccer) kits, apparel, footwear, and equipment, founded in 1924 by brothers Harold and Wallace Humphreys in Wilmslow, Cheshire, England.^[1] The name "Umbro" derives from a contraction of "Humphreys Brothers," the original company name, and the brand is instantly recognizable for its iconic double diamond logo, introduced in 1974, which has adorned kits for major clubs and national teams worldwide.^[2] Umbro also produces gear for rugby and other sports. Initially operating from the back room of a pub in Mobberley before relocating to Wilmslow, Umbro quickly gained prominence in the burgeoning football scene by supplying innovative kits and becoming the official manufacturer for the English FA Cup.^[1] Key milestones include designing the England national team's kit for their 1966 FIFA World Cup victory, a triumph that cemented Umbro's status as a symbol of football heritage.^[3] Over the decades, the brand has outfitted legendary teams such as Manchester United in their early years, Chelsea, Ajax, PSV Eindhoven, and Brazil's Santos FC, while also sponsoring modern clubs including AFC Bournemouth, West Ham United, and Ipswich Town in the Premier League, as well as other English teams, FC Schalke 04, and Huddersfield Town.^[4] Umbro is one of the primary UK-based football kit manufacturers, alongside the newer British brand Castore. Umbro, as a historic British brand founded in England in 1924, supplies kits to Premier League clubs including AFC Bournemouth, West Ham United, and Ipswich Town, as well as other English teams. Castore, founded in Liverpool, England in 2016, supplies kits to clubs such as Everton FC in the Premier League, along with teams in Scotland (e.g., Rangers) and other leagues. In terms of ownership, Umbro operated as a public company listed on the London Stock Exchange until 2007, when Nike acquired it for approximately £285 million (about $583 million USD) to bolster its football portfolio.^[5] The acquisition was completed in 2008, but Nike divested the brand in 2012, selling it to Iconix Brand Group for $225 million, under which Umbro continues to operate as a licensing-focused entity emphasizing global partnerships and heritage revivals.^[6] Today, headquartered in Manchester, Umbro maintains a strong presence in Europe and beyond, producing high-performance gear for professional athletes and fans alike, while having celebrated its centenary in 2024 with collections inspired by its storied past.^[7]

History

Founding and early development

Umbro was founded in 1924 by brothers Harold and Wallace Humphreys in Wilmslow, Cheshire, England, initially operating from the back room of a pub in nearby Mobberley.^[1] The company began as Humphreys Brothers before adopting the name "Umbro," a contraction derived from "Humphreys Brothers."^[8] This humble start laid the groundwork for a brand that would become synonymous with British sportswear, focusing on quality craftsmanship in athletic apparel. From its inception, Umbro concentrated on producing football kits and equipment, tailoring items to meet the needs of the growing sport in England. The initial product range was straightforward and essential, comprising basic jerseys, shorts, and socks designed specifically for football players.^[1] These garments emphasized durability and functionality, reflecting the brothers' vision of providing reliable gear for amateur and professional teams alike. A pivotal moment in Umbro's early growth came in 1934 with its first major contract to supply kits for Manchester City, which famously wore Umbro apparel during their FA Cup Final victory against Portsmouth at Wembley Stadium.^[1] This high-profile endorsement boosted the brand's visibility. In 1974, Umbro introduced its iconic double diamond logo, a symbol representing precision and quality in sportswear manufacturing.^[9]

Global expansion and key innovations

Following World War II, Umbro recovered from wartime production shifts by resuming its focus on football kits, capitalizing on the sport's resurgence across Europe to supply numerous clubs and national teams. By the mid-1950s, the company had established a strong presence in European markets, innovating with the introduction of the "Sportswear X-Mas Pack" in 1955, which allowed fans to purchase replica kits for the first time, laying the foundation for the modern fan apparel industry.^[1] This move not only boosted sales but also solidified Umbro's reputation as a leader in accessible sportswear, with exports growing to continental teams amid post-war economic recovery. A pivotal moment came in 1966 when Umbro supplied kits to 15 of the 16 teams at the FIFA World Cup in England, including the host nation's victorious squad led by Sir Alf Ramsey, marking the brand's dominance in European football.^[1] The lightweight, crew-necked Aztec jersey, developed in collaboration with Ramsey, enhanced player mobility through its breathable design, representing a key innovation in kit technology for the era. Building on this, Umbro expanded its product line in the 1970s with the popularization of tracksuits, offering versatile training and casual wear that combined functionality with style, further embedding the brand in everyday athletic culture across Europe and beyond.^[10] The 1970 World Cup saw Umbro's international reach extend significantly, outfitting the Brazilian national team in lightweight Aztec shirts during their triumphant campaign in Mexico, showcasing the brand's growing global appeal.^[1] By the 1980s, expansion accelerated into North America and Asia, driven by sponsorships in emerging soccer markets and the establishment of manufacturing partnerships and factories in Ireland for European production and Asia for scaled output to meet rising demand.^[1][11] In the 1990s, Umbro advanced its footwear innovations with the launch of the Cascavel boot in 1985, tailored for Brazilian players, followed by the acclaimed Speciali model in 1992, favored by stars like Alan Shearer and Roberto Carlos for its superior control and touch.^[1] The company also developed specialized goalkeeper gloves during this period, enhancing grip and protection for professionals in competitive matches.^[12] These developments underscored Umbro's commitment to technological progress, positioning it as a key innovator in sportswear up to the early 2000s.

Ownership changes: Nike and Iconix eras

In October 2007, Nike announced an agreement to acquire Umbro for £285 million (approximately $581 million) in an all-cash deal, aiming to bolster its position in the global football market.^[5] The acquisition received shareholder approval in January 2008 and was completed on March 4, 2008, integrating Umbro into Nike's operations while allowing the brand to maintain a degree of autonomy in design and marketing.^[13][14] During Nike's ownership, Umbro faced several challenges, including a decline in revenue from $276 million in 2006 to $224 million by 2011, partly due to the England national football team's failure to qualify for the 2008 UEFA European Championship, which impacted kit sales.^[15][16] Nike's strategy emphasized emerging markets such as Asia, where Umbro's operations were expanded, but this period also saw reduced brand visibility in core European markets as resources were redirected toward Nike's primary lines.^[17] On October 24, 2012, Nike agreed to sell Umbro to Iconix Brand Group for $225 million, reflecting a strategic pivot to streamline its portfolio.^[18] The transaction closed on December 3, 2012, transferring Umbro's intellectual property to Iconix, a company specializing in brand management through licensing agreements.^[19] Under Iconix, Umbro shifted to a licensing-based model, where the parent company oversaw intellectual property while partnering with licensees for production and distribution, such as extending agreements in South America with Grupo Dass through 2029.^[20][21] This approach included divestitures to optimize the portfolio, notably the sale of Umbro's China operations to HK Qiaodan Investment in April 2020 for $62.5 million, which closed in July 2020 to reduce debt.^[22][23] Operationally, Iconix relocated Umbro's headquarters from Cheadle to central Manchester in 2013, reinforcing ties to the brand's British roots.^[24] The era emphasized Umbro's heritage branding, blending its 1924 origins in British football culture with contemporary lifestyle elements to appeal to global audiences.^[25][26]

Recent developments and licensing agreements

In 2021, Iconix Brand Group, the owner of Umbro, was taken private through an acquisition by Lancer Capital for $585 million, a move that shifted the company's strategy toward intensified brand licensing and management to streamline operations and maximize value from its portfolio, including Umbro.^[27] This privatization enabled greater flexibility in global partnerships, emphasizing Umbro's licensing model over direct manufacturing. Following the acquisition, Iconix maintained its European licensing agreement with Scottish company GL Dameck Ltd., which handles the production and distribution of Umbro apparel and products across the region, supporting a focus on international market expansion and operational efficiency. In March 2024, GL Dameck sub-licensed Umbro's professional team sports category to UK-based sportswear brand Castore, granting exclusive rights to produce and market Umbro-branded kits for football and other team sports in key markets including the UK, Germany, Austria, and Switzerland.^[28] This agreement allowed Castore to collaborate with Umbro's existing partners, such as Premier League clubs West Ham United, AFC Bournemouth, and Luton Town, starting from the 2024/25 season, thereby revitalizing Umbro's presence in elite European sports.^[29] By 2025, the Castore sub-license had influenced Umbro's team sports operations, enabling seamless transitions for sponsored teams while Castore managed production and supply. However, in April 2025, the Rugby Football Union ended its deal with Umbro three years early, switching to a direct long-term partnership with Castore for England Rugby's kits, valued at over £5 million annually, marking a shift away from Umbro branding for that national team.^[30] To reposition Umbro in contemporary markets, the brand pursued revival strategies centered on streetwear collaborations and digital engagement from 2021 onward, including partnerships with Palace Skateboards in 2024 and Slam Jam, alongside limited-edition drops, which boosted visibility among younger audiences through social media campaigns and e-commerce.^[31] These initiatives, highlighted in collections like the SS25 "Northern Quarter" line inspired by Manchester's creative scene, aimed to blend Umbro's football heritage with urban lifestyle trends, addressing evolving consumer preferences beyond traditional sportswear.^[32]

Products

Football equipment and apparel

Umbro's football kits form the cornerstone of its product lineup, featuring jerseys, shorts, and socks engineered for performance on the pitch. These kits incorporate moisture-wicking fabrics to manage sweat and maintain player comfort during intense matches, a technology pioneered by Umbro with the introduction of Sportwool material in 2002.^[33] Customizable designs are available through Umbro's U-Custom platform, allowing teams to select colors, fonts for names and numbers, graphics, and sponsor placements to create tailored uniforms.^[34] In terms of specialized equipment, Umbro has supplied official match balls for major competitions, notably serving as the FA Cup's ball provider from 2006 to 2013 with models like the Neo, which featured a 14-panel construction for improved flight accuracy and larger striking zones.^[35] Goalkeeper gloves from Umbro, such as the Neo Pro line, utilize advanced latex palms like the 4mm Hyper-Hesion material to deliver superior grip in both wet and dry conditions, enhancing ball control for keepers.^[36] Training apparel rounds out Umbro's football offerings, including tracksuits and base layers designed for versatility and recovery. Tracksuits employ lightweight, breathable polyester fabrics that facilitate movement and temperature regulation during sessions, while base layers, composed of blends like 95% polyester and 5% spandex, provide quick-drying and odor-resistant properties for extended wear.^[37][38] These developments in breathable materials trace back to innovations in the 2000s, aligning with Umbro's focus on performance-driven textiles.^[33] Historically, Umbro's significance in football equipment is epitomized by its role in the 1966 FIFA World Cup, where the brand supplied kits to 15 of the 16 participating teams, including England's victorious squad that lifted the trophy in Umbro jerseys.^[1] In contemporary lines, Umbro's Velocita boots target speed-oriented players, featuring a lightweight woven textile upper constructed from a single piece of TPU yarns for an adaptive, low-friction fit with stretch and non-stretch zones.^[39] The sole employs Pebax-powered Propulsion+ technology with an elevated toe spring for explosive energy return and longer forefoot studs for grip during rapid directional changes, optimizing agility on firm ground.^[39]

Rugby and other sports gear

Umbro's rugby kits are engineered for the high-impact nature of the sport, featuring jerseys and shorts with reinforced stitching and taped side seams to enhance durability during tackles and scrums.^[40][41] The jerseys incorporate breathable, textured fabrics with integrated grip zones on the sleeves and torso, providing optimal hold in dynamic play while allowing freedom of movement.^[40] Matching shorts, such as those in the England Rugby collection, utilize robust materials to resist abrasion and maintain shape under pressure.^[42] Complementing the apparel, Umbro offers rugby equipment including match and training balls designed with durable synthetic construction for consistent performance.^[43] These balls feature pebbled surfaces that ensure reliable grip, even in wet conditions, supporting precise passing and kicking drills.^[44] Training pads from Umbro's lineup emphasize resilience, with padded exteriors to simulate contact scenarios while incorporating grippy textures for secure handling during practice.^[45] Beyond rugby, Umbro extends its offerings to other sports with a focus on performance essentials, though these remain secondary to its core football and rugby lines. In athletics, the brand provides moisture-wicking vests and tank tops crafted from lightweight polyester blends to support training sessions by regulating temperature and reducing sweat buildup.^[46] Hockey gear is minimal, limited to basic apparel adaptations rather than specialized equipment.^[47] In 2025, Umbro launched kits for the Nigeria Rugby national teams, marking a significant partnership with the Nigeria Rugby Football Federation.^[48] The home jersey draws on Nigeria's cultural heritage through green hues symbolizing national identity, blended with hand-drawn patterns inspired by traditional aesthetics like the agbada robe, while the away kit features a clean white base accented by green shades.^[48][49] These designs incorporate modern performance fabrics for breathability and flexibility, priced at £90 per replica jersey.^[49][50] Umbro differentiates its rugby gear by prioritizing padded protection and reinforced elements to absorb impacts from contact, contrasting with the lightweight, agility-focused designs in its football apparel.^[40][1]

Lifestyle and casual wear

Umbro's lifestyle and casual wear offerings bridge the brand's storied football legacy with modern street fashion, emphasizing non-performance apparel designed for everyday urban life. Key collections include hoodies, joggers, and T-shirts made from premium cottons, often featuring archival motifs like the iconic diamond logo and heritage colorways to evoke the brand's 1924 origins in British sportswear. These items prioritize comfort and versatility, with examples such as the Iconic Hoodie and Washed Diamond Drill Sweat, which incorporate relaxed fits and subtle branding for off-pitch appeal.^[51][52] To enhance its fashion credentials, Umbro has engaged in high-profile collaborations that infuse casual lines with designer aesthetics. The 2002 partnership with Paul Smith produced the first sportswear-fashion apparel capsule, featuring striped patterns and tailored silhouettes that set a precedent for hybrid collections. In a more contemporary example, the September 2025 Hidden x Umbro capsule comprises 18 pieces, including reworked tracksuits and tees that filter football classics through streetwear innovation, launched exclusively for members before wider release.^[53][54][55] Umbro's casual footwear extends this ethos, adapting performance silhouettes into cleat-free sneakers suitable for daily wear. Models like the Speciali TR Trainer, a 2025 release, transform historic football boot designs into cushioned lifestyle options with rubber soles for urban comfort, priced at £85 GBP.^[56] Following Nike's 2012 sale of Umbro to Iconix Brand Group for $225 million, the company pivoted its strategy toward streetwear and lifestyle segments, targeting urban demographics with 1990s-inspired ranges to revitalize the brand beyond core athletics. This shift broadened Umbro's presence in fashion markets, such as France, where lifestyle apparel now operates under a distinct logo separate from performance gear.^[18][57][58] From 2013 to 2023, UK purchase data reflects this evolution, with traditional sports clothing seeing a decline since the mid-2010s, while trainers and casual footwear gained popularity, underscoring growth in lifestyle categories.^[59]

Sponsorships

Football national teams

Umbro's involvement with national football teams dates back to the mid-20th century, when the brand established itself as a key supplier of kits and equipment for international squads. In the 1950s, Umbro began outfitting prominent teams, including England, whose kits the company provided from 1954 to 1958.^[60] This partnership continued intermittently, with Umbro supplying England again from 1966 to 1972, notably during the team's triumphant 1966 FIFA World Cup victory, which significantly elevated the brand's global profile through widespread media exposure and fan merchandise sales.^[1] Similarly, Umbro collaborated with Brazil in the 1950s, jointly producing jerseys with Athleta for the 1958 and 1962 World Cups, contributing to the team's iconic yellow kits and enhancing Umbro's reputation in South American markets.^[61] Other historical partnerships included Sweden, where Umbro served as the kit supplier in 1970 and from 2003 to 2013, supporting the team's appearances in major tournaments like the UEFA European Championships.^[62] In Africa, Umbro signed a deal with Kenya's national team in 2003, providing apparel and equipment that aided the Harambee Stars in regional competitions and youth development programs.^[63] These early agreements often encompassed kit supply for senior men's teams, with extensions to training gear, underscoring Umbro's focus on performance innovation during an era when the brand pioneered lightweight jerseys and replica shirts.^[11] As of 2025, Umbro maintains active partnerships with select national teams, emphasizing comprehensive kit provisions. For El Salvador, Umbro has been the technical sponsor since at least 2023, delivering home, away, third, and special edition jerseys for the 2024 and 2025 seasons, including a commemorative fourth kit celebrating the 25th anniversary of the national bird, the torogoz.^[64] These deals cover senior men's, women's, and youth squads, along with prematch and training apparel, fostering national pride and team unity through culturally inspired designs.^[65] In Iraq, the partnership, initially announced in 2020 for two years, remains in effect, with Umbro as the official kit provider supplying match kits, training wear, and off-field apparel for all national teams, including women's and youth categories, while also providing the official match ball for the Iraq Premier League.^[66] Umbro also supplies the Guatemala national team with kits for the 2025/26 season, including home, away, and third jerseys featuring geometric patterns inspired by national symbols like the quetzal bird, covering men's, women's, and youth teams as well as training gear.^[67] A 2025 commercial report confirmed Umbro's role in landmark activations, such as new jersey launches that boosted fan engagement during international qualifiers.^[68] These national team deals have amplified Umbro's brand visibility, particularly through World Cup participations. England's 1966 success in Umbro kits led to a surge in global sales and cemented the double diamond logo as a symbol of football heritage.^[1] Brazil's 1958 World Cup win, clad in Umbro-influenced designs, similarly expanded the brand's reach across continents, influencing subsequent sponsorship strategies.^[61] More recently, El Salvador's and Iraq's engagements in CONCACAF and AFC qualifiers have provided Umbro with platforms for targeted marketing, including limited-edition releases that resonate with diaspora communities and enhance the brand's presence in emerging markets.^[69]

Football club teams

Umbro, one of the primary UK-based football kit manufacturers alongside Castore, maintains partnerships with several professional football clubs across Europe and beyond, focusing on bespoke kit designs that blend heritage with modern performance features. In the English Premier League, Umbro serves as the official kit supplier for West Ham United, AFC Bournemouth, and Ipswich Town, a relationship that began in 2015 and was extended in 2023 to cover the 2025-26 season for West Ham United, during which the club unveiled a minimalist claret home kit and a striking third kit inspired by London's skyline.^[70] Similarly, AFC Bournemouth wears Umbro kits through the end of the 2025-26 campaign, following a five-year extension signed in 2021; their 2025-26 third kit features a bold pink base with black accents for distinctive away fixtures.^[71][72] In Scotland, Rangers FC adopted Umbro-branded kits for the 2025-26 season under an exclusive partnership with Castore, which holds the Umbro professional team sports sub-license; this arrangement produced a classic royal blue home kit with white accents, evoking the club's storied tradition while incorporating advanced fabric technology.^[73] Outside Europe, Umbro supplies Grêmio in Brazil's Série A, with the 2025 home kit featuring the club's iconic blue, white, and black stripes in a long-sleeve variant for matchdays, marking the final season before a planned transition to New Balance in 2026.^[74] Umbro also supports clubs in emerging markets, including select teams in the Iraq Premier League through ongoing equipment provisions tied to their historical association with the Iraq Football Association.^[66] Historically, Umbro forged iconic ties with English clubs, notably supplying Manchester United from 1975 to 1992 during a golden era that included three league titles and a European Cup win, with kits featuring the brand's signature diamond logo.^[75] Everton renewed its longstanding Umbro partnership in 2014, lasting until 2020 and producing fan-favorite designs like the 2018-19 home kit with subtle tonal patterns honoring the club's 1878 founding.^[76] Recent transitions highlight the dynamic nature of these agreements; for instance, Burnley FC ended its Umbro deal in 2024 after five years, switching to Castore for the 2024-25 season to pursue more customized apparel options.^[77] Umbro's club kits often emphasize innovative designs, such as custom third kits for the 2025 seasons that incorporate club-specific motifs—like Rangers' tartan influences or West Ham's urban graphics—to enhance fan engagement and on-pitch identity.^[78]

Rugby teams

Umbro has a longstanding heritage in rugby kit supply, dating back to the 1980s when it equipped national teams including England, Scotland, and Wales, as well as prominent UK clubs such as Widnes and St Helens.^[1] In the 2010s and beyond, Umbro renewed its focus on the sport, securing a four-year deal in 2020 to become the official technical kit partner for England Rugby's men's, women's, sevens, and age-grade teams, replacing Canterbury after an eight-year tenure.^[79] This partnership provided performance-oriented apparel tested at elite levels, emphasizing durability for rugby's physical demands.^[80] Umbro's sponsorship of national rugby teams extended to England through the 2024 Autumn Nations Series, marking the end of its direct kit provision for the union.^[81] In a notable expansion to Africa, Umbro partnered with the Nigeria Rugby Football Federation in early 2025, unveiling home and away kits on February 27 in Abuja; these jerseys feature a cultural fusion design with patterns and motifs drawn from Nigeria's diverse heritage, blending traditional elements like bold prints with modern performance fabrics for enhanced mobility and breathability.^[82][83] The designs, created in collaboration with local artists Teezee and Iretizee, symbolize national pride and aim to inspire growth in Nigerian rugby.^[84] By April 2025, England Rugby transitioned from Umbro to Castore as its kit supplier under a long-term agreement valued at over £5 million annually, representing an increase from Umbro's prior rate and starting immediately after the 2024 season; this shift occurred three years early, despite Umbro's contract extending to 2028.^[30] Castore's arrangement includes a sub-license for Umbro's professional team sports branding, though England Rugby's new kits bear the Castore name.^[28][81] At the club level, Umbro has sponsored various teams across the UK and Europe, providing kits with reinforced construction suited to rugby's intensity, including elements like padded shoulders in training gear for added protection.^[85] Notable examples include a 2020 partnership with Bristol Bears in England's Premiership, as well as ongoing deals with French Top 14 side Castres Olympique for their 2023/24 home kit and South African United Rugby Championship team the Sharks.^[86][45] These collaborations highlight Umbro's emphasis on apparel that balances tactical functionality with team identity.

Other sponsorships and collaborations

Umbro has maintained significant involvement in major football events through its role as the official match ball supplier for the English FA Cup from 2006 to 2013, providing specialized balls like the Umbro Neo series designed for enhanced flight and accuracy with a 14-panel configuration.^[87][35] During this period, the brand also served as the exclusive ball supplier for The Football Association's leagues, underscoring its deep ties to English football governance.^[1] Beyond core team sponsorships, Umbro's engagements in other sports have been more limited, with historical minor deals in athletics supplying apparel for select track events in the UK during the 1980s and occasional equipment provisions for field hockey clubs, though these have not been prominent in recent years.^[1] In the fashion realm, Umbro pioneered sportswear collaborations with its 2002 partnership with British designer Paul Smith, marking the first apparel capsule between a sports and fashion brand, which featured reimagined football shirts with dynamic stripes and tailoring that influenced subsequent streetwear trends.^[53][88] More recently, in 2025, Umbro teamed up with skate brand Primitive for a limited retro collection including a soccer jersey, track jacket, T-shirt, trucker hat, and skateboard deck, blending football heritage with skate culture.^[89][90] That same year, Umbro collaborated with streetwear label Hidden on an 18-piece capsule of classic sportswear, such as reimagined soccer shirts, shorts, tracksuits, gloves, socks, and a match ball, exploring football's influence on subcultures through a modern lens.^[54][55] Umbro's 2025 marketing initiatives emphasized digital campaigns and streetwear expansion, including the SS25 Northern Quarter collection and campaign, which celebrated the brand's Manchester origins by featuring local creatives in authentic urban settings like Hulme and Moss Side, with reworked archive pieces to bridge sport and lifestyle.^[91][92] This effort extended to the AW25 Northern Quarter follow-up, shot in raw Manchester venues to fuse football, music, and street style, positioning Umbro as a key player in conquering the lifestyle market through targeted social media pushes and influencer content.^[93][94]