2024.11.12

100 Years of Football: Unraveling the Unchanging Tradition & Innovative Functionality of "UMBRO"

Copied to Clipboard

There's a sports brand deeply loved by football enthusiasts. Its distinctive logo, featuring two overlapping diamonds, is often seen emblazoned on uniforms and enamel bags.

Yes, that would be the UK-based football brand "UMBRO," which has a rich 100-year history and has established a unique position that other sports brands cannot match.

How did "UMBRO" grow to be such a beloved brand? Probably because it combines an outstanding brand story with a deep passion for its products. To explore this further, we spoke with Toru Matsui and Takahiro Shimamura, project planners at Descente Japan Ltd.

PROFILE

Toru Matsui

Descente Japan Ltd. UMBRO Brand Manager

In charge of UMBRO since 2022. As a football brand with 100 years of history and tradition originating from the UK, the aim is to develop products that connect with children and host the UMBRO Cup, to grow the brand alongside football enthusiasts.

PROFILE

Takahiro Shimamura

Descente Japan Ltd. UMBRO Merchandiser

Joined Descente Japan Ltd. in 2010. In charge of UMBRO's apparel product planning since 2020. He is involved in launching new collections such as THE THIRD by UMBRO and AWAY DAYS while driving activities for the brand's 100th anniversary.

The Beginning: Cart Deliveries

Can you tell us about the origin of the brand?

ShimamuraThe name "UMBRO" comes from the founders, the Humphreys Brothers. In 1924, Harold, who had experience working at a sportswear company, started a business with his brother in Manchester.

Back then, they began selling goods using a handcart at the local pub where their parents worked. They originally handled sportswear for various activities, not just football, but eventually gravitated toward football wear due to the presence of renowned local English teams.