Umbro revealed new England Rugby home kits for the England men’s and women’s teams for the 2021/22 season on 6 October and promoted the new jerseys through a campaign called ‘It’s Time’.
The campaign title referees to the fact that the launch marks the first time in the professional era of the women’s game that a bespoke kit has been developed specifically for the Red Roses women’s team.
This move reinforces Umbro and England Rugby’s commitment to champion the women’s game and the new Red Roses kit was created and designed in collaboration with the team: taking inspiration from the players’ pride in the jersey, their collective aspirations and the personalities within the squad.
The campaign spanned England Rugby and Umbro digital and social channels, and also included PR, email and OOH strands.
Our new England men’s @UmbroUK home kit
Available to buy now from the England Rugby Store.
— England Rugby (@EnglandRugby) October 6, 2021
The Umbro kit will be available to purchase from the 6 of October online at www.umbro.co.uk and in store at the Twickenham Stadium, England Rugby Store (and for those ordering an England home jersey online Umbro has developed a free gift box given away with each order.
“This is a historic moment and I’d like to say a big thank you to Umbro, who have always been supportive of the Red Roses, for giving us the opportunity to have our own kit and grow our identity even further,” commented Red Roses star and Umbro ambassador Sarah Bern. “Having our voices heard in what we wear and ensuring a comfortable fit for playing makes us feel valued and respected. Importantly, it unifies us with England Rugby, which we are proud to be a part of but also allows us to be unique. The kit design is amazing and I’m personally very excited to wear it.”
RFU Chief Commercial Officer Simon Massie-Taylor said: “We’re delighted to extend with Umbro for a further four years. Umbro is a great fit for England Rugby, sharing our dedication to high performance and innovation. It is great to see the kits unveiled today – particularly for the Red Roses with their own bespoke design. We look forward to working with Umbro on even more exciting kit launches over the coming years.”
Sam Lucas, Director of Sports Marketing at Umbro UK, added: “The new England Rugby home kits, for the women’s and men’s teams are the next stage of the exciting partnership between Umbro and England Rugby. Working with the Red Roses to develop their kit, we set out to produce a kit they can wear with pride. For the men’s kit we wanted to bring a new look to the iconic white shirt. In both cases, performance has been the foundation of the kit Umbro has produced, that will match the level of both teams’ performances.”
Comment:
Umbro was initially announced as the Official Technical Kit Partner to England Rugby in 2020 and since then has agreed an extension to its partnership with England Rugby until 2028.
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