Man Utd Outdoor Wear Partner Columbia Launches Hero Promo For Branded Jacket Range

Manchester United’s new official outdoor wear partner Columbia Sportswear has launched a new campaign promoting the alliance’s debut line of club-branded outerwear.

The campaign is led by a hero video posted on YouTube and themed around partnership synergies such as hard work, exceeding expectations, testing limits and (in line with the apparel brand’s umbrella marketing) ‘being tough’.

The creative draws parallels between both organisations home headquarters, philosophies and professional commitment.

The film is also amplified across both the club and the brand’s social platforms,

There's no easy route to the top. @Columbia1938 and #MUFC – both#TestedTough. https://t.co/dKXTkRDiPD

— Manchester United (@ManUtd) August 31, 2016

and is further supported with PR work and fairly vanilla image-led assets fronted by players such as David de Gea, Antonio Martial and Chris Smalling.

The creative pieces direct consumers to the range’s web page at http://www.columbiasportswear.co.uk/manchester-united-jackets

The Columbia & Man United apparel line is now available online and at the Manchester United Megastore.

‘Manchester United and Columbia share a strong heritage focused on our commitment to performance and innovation,’ explains Columbia Merchandising and Design senior vice president Joe Boyle.

‘With this in mind, we designed and developed this technical collection so that fans can support their club while enjoying the outdoors, regardless of the conditions.’

Richard Arnold, Manchester United Group Managing Director, added: ‘We have some of the most passionate fans in the world, and they can now show their support for Red Devils all year long, regardless of the weather. Columbia enjoys an international reach that matches the club’s, and we’re excited that everyone can enjoy their favourite outdoor activities while supporting their favourite team.’’

The official outdoor apparel partner’s range is led by a 17-style Manchester United jacket line: a special Club branded, advanced fabric edition – including waterproof, breathable rain coats as well as ultra-warm fleeces and down jackets for men, women and kids – designed to keep fans ‘protected on any outdoor activity, and on those cold and wet days at Old Trafford’.

The range itself revolves around three key product style: the Heatzone 1000 TurboDown Jacket, the OutDry Extreme Diamond Shell and the Barlow Pass 550 TurboDown Quilted Jacket

Comment

Notable more for the partnership category trailblazing than the campaign itself, expect other major clubs to follow commercially where Utd blaze a trail.

First it was kit partners, followed by shirt sponsors, then Man Utd were an early mover in the rush to split up its clothing association rights with a training kit partnership and now it has an outdoor wear partner.

One can only wonder what will be next?

Presumably Utd’s creative commercial thinkers are already further down the path on that front than either sportbiz market watchers or fans.

This early partnership creative might be a Premier League first, but it isn’t all entirely original.

Shots in the Man Utd promotional video have also previously appear in some other, earlier Columbia ad campaigns – such as this ‘Tested Tough’ spot from late last year.

Columbia Sportswear was first unveiled as Manchester United’s first Official Outdoor Apparel Partner back in January 2016.

The deal sees the well-known US outdoor brand, founded in 1938, design and create dual branded outerwear for outdoor endeavours, including hiking, climbing, mountaineering, as well as water and snow activities.

At the time the deal was announced, Manchester United Group Managing Director Richard Arnold said: ‘Manchester United is proud to be partnering with Columbia Sportswear to bring our fans a new and exciting range of club branded products. Like Manchester United, Columbia is steeped in history and has a reputation for creating innovative premium products. Available in over 100 countries, Columbia enjoys an international reach that matches the Club’s.

‘We look forward to working together to provide our fans with a new way of expressing their support for the Club, via our range of branded outdoor apparel. No matter what activity they are partaking in, this partnership will help the Club to accompany our fans wherever they go, taking us with them to new heights, shores and experiences.’

While SVP of Columbia Merchandising and Design, Joe Boyle added: ‘We are excited by the opportunity to unite the pinnacle franchise in sport with the global leader in the outdoor industry.

“Manchester United and Columbia share a commitment to performance and innovation.

‘Together, we will deliver to Manchester United fans around the world an attractive line of outerwear featuring Columbia’s most advanced proprietary technologies.’

Links

Columbia Web:

http://www.columbiasportswear.co.uk/

Columbia Twitter:

https://twitter.com/columbia_EU

Columbia Facebook:

https://www.facebook.com/columbiaEN/?ref=page_internal#

Columbia YouTube:

https://www.youtube.com/user/ColumbiaSportswear

Columbia Instagram:

https://www.instagram.com/columbia_eu/

Columbia Google+: