The first week of March saw sportswear brand Umbro promote its ‘Spring/Summer 2023 Pro Training Collection’ with an integrated campaign called ‘It’s a Training Thing’ which focuses on training and movement for mental wellbeing and expands Umbro’s positioning from a technical, on-the-pitch brand to a way of life.
Developed in collaboration with agency Common Ground, the campaign was built on research developed insight around three key consumer behaviours: selfhood, fostering resilience and restoring body and mind. It tells real stories about real people who train for their own wellbeing and for the experience of training with others.
The work was built around a series of films, supporting documentary photography and graphics. It was teased on 2 March and then rolled out from 3 March 2023 on umbro.com, Instagram, and YouTube, which combine with Umbro’s signature graphic treatment.
The core campaign assets include a pair of spearhead spots and a set of six core images which feature bodybuilder (Emily) and long-distance runner (Alex) who both use movement as a form of self-development.
Body builder and personal trainer Emily sees training as an essential part of who she is and it makes her feel energised and alive. While Alex, who started running a decade ago and is now a serious long-distance runner, runs for peace of mind and uses training as a meditation tool. Plus, as part of a running community found something deeper – the energy and magic that happens when people come together.
“If it feels like fun and it makes you feel alive again, I’m all about that. It should be play,” said Emily.
“Training is about commitment to yourself and commitment to the future version of yourself. It allows me to fill my day with moments that cannot be experienced in other ways and that can be very fulfilling,” added Alex.
Common Ground Director and Photographer Chris Baker stated that the work aims to provide an intimate look into the lives of those who live and breathe training.
“Training with some of the world’s leading practitioners has taught me how much training can do for one’s life. In these films, we captured how training builds resilience, promotes self-development, and fosters community connection,” said Baker. “Our collaboration with Umbro allowed us to look beyond physical training, providing inspiration and hope for others.”
Umbro Head of Global Brand Marketing Helene Hope added: “We teamed up with Common Ground for our Spring / Summer 2023 Pro Training campaign. Telling stories of real people sits at the heart of our brand strategy, and so we were keen to find collaborators, who shared the same vision. We could not have found a better partner to bring their unique storytelling approach to the project – a truthful, empathetic, and visually beautiful approach.”
The campaign was created for client Umbro’s Head of Global Creative Aaron Groves by a team led by agency Common Ground that included Director/Photographer Chris Baker, Creative Director Mat Bend, Narrative Director James Shaw, Producer Janice Carrie, DOP Thomas Wootton, 2nd Camera Operator Harvey Gibson, Digital Operator/Lighting Tech Will Richards, Editor Will Cole, Colourist Nick Watson and Stylist Tilly Hardy.
Comment
This campaign features real people and places with the aim of enabling audiences to connect authentically with the creative in order to build genuine engagement and to link movement, mental wellbeing and the Umbro brand (which was founded back in 1924).
It is the debut Umbro work from new agency Common Ground: a research, insight and content agency with a mission ‘to elevate movement, health and wellbeing’ and to ‘help brands make meaningful connections with their communities’ and a ‘belief that brands can be a catalyst for change’.
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