Podcast: 100 Years of Umbro

I welcome Alex Ireland back onto the podcast to discuss his new book on Manchester sports manufacturer, Umbro, which celebrated its centenary in 2024. Double Diamond: 100 Years of Umbro is a fairly self-explanatory title, and in this podcast, we cover:

Umbro’s origins: Harold Humphreys founded the company in 1924. Starting from a modest clothing business in Cheshire, Umbro transitioned into football kits and quickly became a dominant brand, both domestically and internationally.

Rapid growth: We discuss Umbro’s rise, noting that the brand’s big break came when both teams in the 1934 FA Cup Final wore Umbro kits, solidifying its status in football.

Going international: Alex covers Umbro’s expansion during the 1960s. John Humphreys, taking over from his father, saw the potential of global markets, particularly through securing deals with national teams for the 1966 World Cup, a significant marketing opportunity.

Kit innovation: We look at Umbro’s early innovation in replica kits, which began in 1955. However, the company was slow to fully exploit the market potential of replica kits, allowing competitors like Admiral to take the lead in offering distinct designs.

The competition: We hear about the growing challenges Umbro faced from competitors like Adidas and Puma during the 1970s and ’80s. These brands eroded Umbro’s dominance in football apparel by introducing more innovative and commercially viable products.

Renaissance: We talk about Umbro’s reinvention during the 1980s, as the company modernised its operations. This included adopting new technologies like Jacquard weaving and sublimation printing, as well as expanding product lines beyond football kits, leading to a resurgence.

Comeback kids: Alex explains how Umbro made a strong comeback in the early 1990s. The company outfitted half of the Premier League teams when the league launched, capitalising on football’s increasing popularity and the rise of merchandise sales to regain its position.

Global licensing: We explore Umbro’s global market strategy in the 1990s, which involved expanding through international licensing. This helped the company establish a strong presence in key markets like Brazil and the US, contributing to its financial success.

100 Years of Umbro: We cover Umbro’s centenary celebrations, which included a special collection of leisurewear and a return to its iconic solid diamond logo, honoring its 100-year legacy.

The future: We reflect on Umbro’s current position in the football market, where the brand remains prominent but has adapted to a decentralised production model. Today, Umbro focuses on mid-table clubs and niche markets in a highly competitive and globalised industry.

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