The World’s Game,
A Celebration of the Beautiful
Game of Soccer
Year
Spring 2025
Year
Spring 2025
Role
Art Direction
3d rendering
Graphic Design
Brand
Umbro
Brand
Umbro
Role
Art Direction
3d rendering
Graphic Design
How Does a Soccer Brand Influenced by Street Style Make it’s Impact on the World Stage?
Umbro and Soccer
Umbro is a brand built on soccer, with deep roots in the game dating back to 1924. Legendary teams such as Manchester City have worn their kits and several professional teams still wear them. Their involvement in British sport is significant, from rugby to running to football. Yet their logo is rarely seen on the elite level when compared to Nike or Adidas, which dominate the world stage.
Umbro and the Streetwear audience
As I looked into the brand and what their advertising and product releases have brought to the table, performance football has become a partner to street style, which has flourished and become a major focus for the brand. This led me to think about ways to combine the two with the world stage finding it’s place in NYC for the 2026 FIFA World Cup, a mecca of sorts for sport and street style.
A Moment for History to Step into the Future
A Celebration of Soccer and Culture
Bred from this idea of melding street culture to the soccer part of the brand identity of Umbro, I sought to build an environment that would seek to serve them all. A way to celebrate the game, celebrate culture, and celebrate competition with something as simple as a gathering with music and a friendly game of the sport in the most diverse city in the world.
Modern Graphics Coupled with a Classic Brand
When building the graphics for the advertising, I chose to incorporate the classic logo into a fluid representation of the NYC text, making reference to the ways in which soccer ebbs and flows. Pairing this with sans serif type was a way to ground the type for easy interpretation by the viewer. Within the experience, I sought to make the community the focus, with the brand and logo as an integral but subtle part of the whole thing, placing it on the field and on the DJ booth, letting it exist as a location and identity rather than a blanket advertisement.