Brand Tone

Passionate & Authentic, Heritage-Proud & Nostalgic, Community-Oriented & Engaging, Modern & Stylish, Direct & Informative

Brand Values

• •Heritage & Legacy
• •Quality & Performance
• •Passion for Football (especially Irish Football)
• •Irish Identity & Connection
• •Authenticity
• •Innovation within Tradition

Best Practices

• •Embrace "Irishness" Authentically: Use language, cultural references (like the Triquetra), and imagery that resonate specifically with the Irish football community. Avoid generic sports talk; make it feel local and understood.
• •Lean into Heritage Storytelling: Regularly incorporate Umbro's rich history with Irish football into product narratives and social media content. Highlight iconic moments, past kits, and legendary players associated with the brand.
• •Speak the Fan's Language: Adopt a tone that mirrors the passion and enthusiasm of football supporters. Use evocative language that captures the excitement of the game, the pride in the team, and the sense of belonging.
• •Balance Performance with Lifestyle: While emphasizing the technical aspects of sportswear (quality, materials, performance), also highlight the style and how products can be worn off the pitch, connecting to the "sports arena with the street" identity.
• •Foster Community and Interaction: Craft copy that invites engagement. Ask questions, run polls, encourage user-generated content (fans in their Umbro gear), and respond to comments to reinforce the community-oriented value.

Social Perception

Iconic & Respected, Strong Fan Connection, Variable Kit Reception, Associated with Quality, Distributor/FAI Relationship Awareness, Appreciation for "Clean" Designs

Copy Examples

• •Headline: OUR GAME. OUR PASSION. YOUR COLOURS. Body: For generations, Umbro has been woven into the fabric of Irish football. From legendary nights under floodlights to the roar of the Sunday league, we share your passion. Wear the latest [Product Name] with pride. Engineered for performance, designed for the devoted. Call to Action: Shop The Collection Now. #UmbroIreland #OurGame
• •Headline: THE HEARTBEAT OF IRISH FOOTBALL. Body: More than just a jersey. It’s a symbol of unwavering support, of shared dreams, of a nation united. The new [Specific Team/Collection Name] kit by Umbro.ie – steeped in heritage, crafted for today's warrior. Call to Action: Discover The Detail. Wear Your Allegiance.
• •Headline: FROM THE TERRACES TO THE STREETS. AUTHENTICALLY UMBRO. Body: Classic style meets modern performance. The Umbro.ie lifestyle range is built for comfort, designed with the iconic Double Diamond spirit. Look sharp, feel the legacy. Call to Action: Explore The Lifestyle Collection.
• •Headline: REMEMBER THE ROAR? RELIVE THE GLORY. Body: Inspired by the moments that defined Irish football history. Our new retro-inspired [Product Line] channels the spirit of legends. Quality craftsmanship, timeless design. Call to Action: Own A Piece of History.
• •Headline: FORGED IN PASSION. BUILT FOR EVERY CHALLENGE. Body: Whether it's match day or training day, Umbro.ie gear delivers. Breathable fabrics, durable construction, and the unmistakable mark of quality. Ready for whatever the game throws at you. Call to Action: Gear Up at Umbro.ie.