intro

Umbro are launching a new trainer, from the classic A frame football boots (Speciali) which were the first boots they made. Theses casual life style off the pitch, football inspired comfy and fresh trainers are aimed at 16-24 year olds.  They are aiming the trainers at the football audience they already have following them strongly. With the help of Nike and Converse the Aframes are sure to impress. 

Below I will talk more about the brief and what I am going to do:
I am to create a global campaign promoting their new lifestyle footwear range. So at the moment im thinking of breaking down football as a whole and the age group what they like and dislike. I want to know why people don't like Umbro and what it would take to ge them wearing them again. I am going to start writing all the possible things football involves and what young people do and don't like and what they like to do to pass the time in the 1350 minutes.

Before I start my research I think Umbro are associated with cheap clothing, big logo unfashonable and a mix of un flattering colours. 

Heres a few snaps from my sketchbook so far.

This is a shot of my brainstorming of breaking down what football consists of to try and help the idea process begin.

As you can see to the left I have started also looking at football ads in general I will have to start looking at Umbro ads to get a better idea of how they approach campaings and the styles they like to use in their work.







I now have to break down young people and also need to write up a survey to ask a selection of 16-24s to help my campaign and my research into Umbro.

I need to also think about where young people visit and where would be best to advertise to that target market.