Umbro has launched a new website designed to boost its presence in the sports apparel and footwear market.

The digital platform has been designed to showcase the retailer’s “wealth of brand stories from around the world,” and includes new Umbro projects and sponsorships.

The site, designed by agency Absurd, will be managed by Umbro’s UK-based marketing team.

“With a rich brand history, an expanding product portfolio and our entry into new sporting sectors such as rugby we have a wealth of content to share with our audiences worldwide,” said Helene Hope, head of global brand marketing, Umbro. “Our site showcases new projects and sponsorships that span the globe, and we’ve maintained a strong focus on telling our brand story and celebrating our deep history.

“In addition to internal efficiencies the new site visually maintains our marque’s values and style.

“The design and user experience takes inspiration from social media channels, that our audiences are visually familiar with, to drive greater engagement with our content wherever anyone is visiting from in the world.

“Site updates and campaigns can be implemented across all local sites with speed and ease and content is translated into multiple languages using Microsoft Azure.”

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