Building on our successful Kit Guidelines projects with Umbro, we were thrilled to be commissioned for the 24-25 Centenary Edition. Celebrating 100 years, we aimed to highlight their notable achievements while also showcasing the brand’s innovative approach today.

The centenary message drove our concept, allowing us to integrate kit launches into the anniversary communications. We developed a consistent message and visual language for all kit launches (Home, Away, and Third). The enduring theme, “ALWAYS,” was woven into the messaging to emphasise that Umbro have been a constant presence in football.

The visual direction and style were inspired by rear projection, enabling clubs to create unique assets while maintaining a consistent brand style. We shot players in stadium locations to foster a connection with each club’s fans. The distinctive settings and diverse kit styles allowed for individuality across clubs, with striking projected imagery providing an aspirational look across all launches.