Iconix Brand Group and Umbro have teamed on a multi-year deal with U.S. National Women’s Team member Ashlyn Harris, revealing her first campaign as a brand ambassador for this fall. The campaign is focused on the modern consumer featuring on-field and off-field apparel and shoes, while celebrating legacy products and Unbro’s football-only point of differentiation.
The campaign, shot in Harris’s hometown of Cocoa Beach, FL, where she plays for the Orlando Pride of the NSWL, encourages fans to share their passion for the game anywhere, anytime. Umbro and Harris believe that what makes people passionate about football is not the fancy footwork, the goals or the trophies, but the fact that football belongs to everyone on any field–the beach, the streets, school yards and more.
“We identified Ashlyn as our brand ambassador as she epitomizes the Umbro spirit, with skills and unrivaled confidence both on-and-off the field. As a star of the U.S. Women’s National Team and the Orlando Pride, Ashlyn is a true fan-favorite,” states Jamie Cygielman, CMO and EVP, Iconix Brand Group. “Umbro’s ‘Double Diamond’ logo is synonymous around the world of football, or as we refer to it in the U.S., soccer, and as we increase our presence in the U.S. we’re thrilled to partner with athletes like Ashlyn that bring together the sport and style.”
Harris, who worked with the Umbro team to style her favorite looks on set, will also appear in a series of custom videos for the brand and partner with Umbro to spread her passion for the game nationwide. She is expected to show fans how to incorporate the sport into their daily lives, whether or not they have accessibility to a field. Harris will share her journey with Umbro with her loyal following, and share exclusive content across the brand’s digital channels. She will exclusively wear Umbro cleats and gloves during her U.S. National Women’s Team games and will work with the brand on upcoming product collaborations as part of Umbro Premier, launching in Spring ’18.
“My first memory of Umbro was when I refused to take off my orange and purple checkerboard shorts for church at 5 years old,” states Harris, the U.S. National Women’s team goalkeeper and FIFA World Cup champion. “I won that battle, and that drive to express myself and stay true to myself, even as a kid, is why I’m so excited about my partnership with Umbro.”
Umbro broke into the fashion space in 2017 with trend-driven, elevated retailers like Urban Outfitters, Forever 21, Pac Sun and Zumiez following an Off-White partnership with Virgil Abloh and appearance in the June Vetements show for Spring ‘18. Capitalizing on these strides, Umbro is introducing a new collection that captures core authentic football sportswear as well as classic lifestyle apparel. The fall collection features heritage pieces such as the diamond track jacket and cleats mixed with sports lifestyle apparel for men and women including t-shirts, leggings, joggers, sports bras and tops.
