Thread by @MDill38

Umbro

A thread:

Since the purchase of the Umbro brand by Iconix in 2012 the brand has been steadily growing in terms of visibility, especially on the licensed front. With kits being well received by many, I thought it would be good to analyse what the brand has done.

@Everton is a great example of how Umbro have been looking at their licensed teams in the last few years. Interestingly, there has been very little reference to the team and instead increased focus on establishing the Umbro brand back within the market.

@Everton 2014/15 - Umbro's return the the @premierleague.

The great thing I feel Umbro have done here is using classic styling by looking back to 1924. Yes, this is simply just the colour blocking of the shirt, shorts & socks but it allows the brand to be uncluttered on its return.

@Everton @premierleague 2015/16 - Progression

Even with just the second kit, it's clear to see a trend forming. Clean, classic styling with the variation being the secondary colour. Umbro are setting a solid foundation of kits that speak to the heritage of the brand.

@Everton @premierleague 2016/17 - Keep building

The trend continues. This kit leaves the only team reference to the co-ordinates of the ‘Grand Old Lady’ in the back of the neck. Umbro is cementing its reputation as a classic footballing brand.

@Everton @premierleague 2017/18 - Nostalgia

With a firm base of classic clean kits laid, Umbro upped the nostalgia by brining back the great double diamond shoulder branding. This is unmistakably Umbro before being unmistakably Everton. Great brand building that benefits both parties.

@Everton @premierleague 2018/19 - Double or nothing

Here Umbro doubled down on the nostalgia, bringing the double diamond branding to the cuffs. With classic styling and a bit of melange detail in the fabric, once again, this is instantly recognisable as Umbro. 0-100 in 5 years.

@Everton @premierleague 2019/20 - Evolution

Today, Everton launched their new kit for the season...with a GRAPHIC! Now, with the brand restored to former glory, Umbro can start taking more risks on home kits as well as away. This is a club inspired graphic but tell me you don't think Umbro diamonds...

@Everton @premierleague In summary, Umbro have used their heritage to their advantage. Only taking risks graphically where it makes sense for brand growth. Even looking to other teams, if the logos were removed you can tell its Umbro. This is the holy grail of branding.

@Everton @premierleague This is by no means a bad thing for the club's either. Umbro is a desirable brand now. Clubs can use this to great effect, whether it be Nike, adidas or whoever, the power of the brand can help grow a club.

@Everton @premierleague The new @WestHamUtd home kit is an interesting case. This is a big play of the clubs history, graphically. I think now is the perfect time to be able to switch to this with the brand having been elevated over multiple years. I'm not sure it would have had the same impact in 14/15

@Everton @premierleague @WestHamUtd Delving into this has reaffirmed to me that there are several ways to design a kit. It doesn't have to be club inspired at all, it can be inspired by trend, and styling. it sounds silly but in the end it has to look good and be wearable. Thats the most important thing.