Umbro dévoile sa nouvelle chaussure, la UX-1

Presque tous les matchs se jouent en 90 minutes, mais pour Umbro, son histoire avec le football dépasse les 90 ans.

La conception et production de produits simples et fonctionnels ont toujours été au centre des préoccupations d’Umbro depuis 1924 et à l’époque, la marque, basée à Manchester, avait déjà fait preuve d’innovations avec le « stay-put » short et un maillot ultra léger pour l’époque.

Umbro a un passé et une histoire riches dans le football mais la marque se tourne aujourd’hui vers l’avenir en cette année de Coupe du Monde avec le lancement de sa nouvelle chaussure, la UX-1.

Pour ce lancement, Umbro a produit une publicité unique en son genre, For The Love Of Boots, loin des codes de Nike ou adidas qui mettent en avant leur produit, leurs chaussures, mais aussi leurs stars. Umbro a décidé de prendre le contre-pied en se recentrant sur le fan, le fan de football, celui qui attend avec impatience la livraison de sa dernière paire, de son dernier bijou.

La UX-1 est donc la nouvelle chaussure d’Umbro, qui a fait ses débuts en Premier League à la fin de la saison, portée entre autre par Andy Caroll et qui sera à la Coupe du Monde puisqu’elle est portée par Joe Hart, le gardien des 3 Lions, l’équipe nationale d’Angleterre menée par Wayne Rooney. Joe Hart, qui évolue à Manchester City, récemment couronné du titre de Champion de la Premier League, a déclaré : « J’ai porté la UX-1 durant les derniers matchs de la saison et les sensations furent parfaites. La couleur marque les esprits et j’adore ça ! (…) Ces premiers matchs m’ont donné confiance et m’ont rassuré et j’ai maintenant hâte de la porter au Brésil. »

UX-Launch-JoeHart (2)

UX-Launch-AndyCarroll (2)

UX-Launch-JuanVargas (2)

La chaussure est composée d’une empeigne en une seule pièce, la rendant plus légère, mais suffisamment résistante pour soutenir les tacles grâce aux fibres en Armor-Tex (plus résistantes que du Kevlar apparemment) et offrir le confort et toucher de balle nécessaires sur le terrain.

UX1 Blackberry Yellow A

UX1 Blackberry Yellow C

UX1 Blackberry Yellow D






La UX-1 est disponible uniquement en ligne chez Pro-Direct.

Avec cette publicité et ce lancement de produit, Umbro revient progressivement sur la scène du football. En effet, la marque, qui a été revendue par Nike en octobre 2012, cinq ans après son achat, a certes perdu quelques partenariats de renom comme l’Equipe nationale d’Angleterre ou Manchester City, a depuis signé quelques jolis contrats avec Everton, Hull City en Angleterre, mais aussi le RC Lens et le FC Nantes, des clubs qui incarnent une certaine vision du football et qui font la part belle à la formation et aux racines locales.

Welcome back Umbro.

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