umbro

BriefLaunch Umbro’s new shoe collection “A Frame” to a young and football inspired audience.

The shoe collection will be a lifestyle product alongside their existing workout clothes.

The brand has a position as a football brand, and therefore want to take this further. The new strategy is called “1350. Inspired by the pitch - for a life outside it. “A football match lasts 90 minutes. That leaves 1350 of the day.

Target audience are people between 16 and 24 that admire the football culture. They are culturally active and technologically updated. They are also conscious of the footwear they use.

IdeaPeople love their team. And seing their colors makes us proud. So we wanted people to fight for their team. And experience a match outside the pitch. Fighting for their team everywhere they go. And lose against rivals if they don’t take up the fight.

Make your step count is a huge multimedia campaign that takes place online, on football stadiums, digital advertising screens and in stores.

Download the application and cover the world with your teams colors wherever you go.

Available on all smartphones

Mark this and other streets with the colours of your team. Download the application

MAKE YOUR STEP COUNT

AdshelGet attention to the campaign and make people download the application

Available on all smartphones

Mark this and other streets with the colours of your team. Download the application

MAKE YOUR STEP COUNT

Choose team

Shop

MAKE YOUR STEP

COUNT

Team nameCELTIC FC

Shop

26Shoes

>

CELTIC FC

Wins121

Team mates 93

QR

2X

Tap In

Matchday

CELTIC FC

Color the town center It´s match day! Today you have the possibility to mark your stadium with your banner. The team with most steps in the town center wins. Hurry up and drag your banners around!

Shoes to earn:

Accept Challenge

Activity My team Challenges Profile Shop

CELTIC FCColor the town center- and get your colors all over the stadium monitors

Take over these 5 malls- and get your banner at the monitors at 5 malls

Surrond the stadium- and get your banner from top to bottom outside the stadium

Select colorSelect pattern

CELTIC FCCELTIC FC


CELTIC FC


Brown Shoe 1350 This is the new 1350 A-frame shoe from Umbro. Football inspired life style shoes.

BonusYou will get the 2x matchday button. Double your banner once a week and win challenges!


CELTIC FC

>

Activity My team Challenges Profile ShopActivity My team Challenges Profile Shop

ApplicationDownload the application “1350 - make your step count” to your smart phone.

Register your team or join a team that is already registered.

Choose team

Shop

MAKE YOUR STEP

COUNT

Team nameCELTIC FC

Shop

26Shoes

>

CELTIC FC

Wins121

Team mates 93

QR

2X

Tap In

Matchday

CELTIC FC


Shoes to earn:

Accept Challenge






CELTIC FCCELTIC FC


CELTIC FC





CELTIC FC

>


Mark your city with your team colors, using the GPS function. The streets you walk will be marked with the colours of your team. You can see your teammates and follow the activity from opponent teams. The goal is to dominate the city with your team colors.

Umbro challenges their users on matchdays. Challenges can be taking over a mall, a spesific area in your town or a zone around the stadium.

Choose team

Shop

MAKE YOUR STEP

COUNT

Team nameCELTIC FC

Shop

26Shoes

>

CELTIC FC

Wins121

Team mates 93

QR

2X

Tap In

Matchday

CELTIC FC


Shoes to earn:

Accept Challenge






CELTIC FCCELTIC FC


CELTIC FC





CELTIC FC

>


View your stats and share them with friends on social media through your online Umbro profile. All teams recieve their own customized QR-code.

Browse through Umbro’s shoe collection. Share and find the nearest place to buy them, or order online

PRODUCTS VIDEOS DOWNLOADS ABOUT UMBRO SIGN IN / SIGN UP

Wins121 26

Shoes

Team mates 93

Activity My team Challenges Profile Shop Leaderboard

+

.CONTACT .UMBROSHOP .TEAMWEAR .THE FA .UMBRO BLOG .PRIVACY .TERMS .CAREERS

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Leaderboard

1. Celtic2. Team Umbro3. Brazil

Web siteOn the Umbro campaign site, you can get full view of your own city, or cities all over the world. Check leaderboards, challenges, your team and profile and buy A frame shoes directly from the site.

Tailored By CELTIC FC

Interactive web bannersTap in with your online Umbro account. The team with most tap-ins will have their team dominating the website.


CELTIC FC

>

Tap inTap in with your QR-code at the Umbro tap in station. Your team will appear on the digital board. Anyone with the app can tap in their team and take over the board.

Stadium bannersWhichever team who wins the most challenges on matchdays will have their team dominating digital ad screens around the stadium during the match.

Pinnacle ProductOrder your special edition Umbro A frame shoe with the colors of your team on the A frame.

umbro

Documents

football match

town center wins

football brand

stadium monitorstake

football inspired audience

football stadiums

match day

football culture