Umbro, a subsidiary of Nike and one of the world's most notable football brands, previewed the company's spring/summer 2011 collection with a product showcase—held in the Glass Factory at 99 Sudbury on Thursday—designed to capture the history of the brand while promoting modern street looks and performance gear for teams like the newly formed New York Cosmos soccer club.
"We are making a statement that Umbro is a performance brand and it is a lifestyle brand as well," said Karen Stemmler, marketing manager for Umbro Canada, who planned the event in conjunction with the Mint Agency.
About 25 media representatives had the opportunity to preview the brand's classic Ramsey jackets, the new design for the English team's home shirts, and capsule collections from the New York Cosmos, Diamond, and Classic lines. "Umbro, on field, is set," Stemmler said of the company, started in Manchester by Harold Humphreys in 1924. "It has been successful. It's authentic. It's English. It's tailored."
In a nod to the brand's history, displays throughout the venue featured heritage posters with images of the original Umbro factory in Manchester and a cubbyhole where event organizers displayed items like a vintage iron alongside football boots and photographs of players on England's national team. On the Move Catering provided British staples like fish and chips and mincemeat pies and beans at a soccer-inspired buffet.
Video projections included footage of the English team and field-inspired designs for everyday wear. "We did that just to make sure we are making a statement ... outside of your jersey, [these collections are for] the rest of your life," Stemmler said.
