Umbro
Year
2016
Disciplines
- Art Direction
- Layout Design
- Retouching
- Motion Graphics
In 2016, Umbro celebrated their star player, Pepe, with the release of a limited-edition version of the Speciali Eternal football boot. Pepe would showcase the boots during the Euro 2016 Football Tournament, bringing them to the world stage.
The campaign drew inspiration from two distinct cultural icons: the architectural artistry of Portugal—Pepe’s national team—and the classic garments of France, the tournament’s host nation. These influences were captured through the Azulejos tile and the Breton sweater.
Boot photography by Daniel Cheetham
Azulejos are painted, tin-glazed ceramic tiles that are a hallmark of Portuguese architecture. Applied to walls, floors, and ceilings, they often depict significant historical and cultural moments, remaining a vivid testament to Portugal’s artistic heritage.
The Breton Fisherman Sweater, originally designed to shield fishermen from harsh conditions at sea, has evolved into a timeless fashion piece. Once reserved for professional use, it has become an enduring symbol of French style, much like denim.
The campaign’s visual identity drew on these inspirations, using the deep blue of the Breton and the rich gold of Portuguese Azulejos as its primary colors. The imagery was paired with the tagline, “The Fine Art of Defending,” highlighting Pepe’s mastery and presence on the pitch. Distributed across digital channels worldwide, the campaign celebrated both cultural artistry and footballing excellence.
