Umbro enlists Absurd for digital platform overhaul

Absurd has designed and built a new global web platform for Umbro.

All content will be managed by the latter’s UK-based central marketing team, who led the creation of the new offering.

We’re proud to announce that we’ve been appointed as @umbro's digital partner to create a new global web platform (https://t.co/3ZBrsGa6QI) for the brand. You can read more about the project here: https://t.co/x0uRzCjXKO #digitalstrategy #projectspotlight #digitaltransformation
— @absurd_agency (@absurd_agency) September 16, 2020

Helene Hope, Umbro’s Head of Global Brand Marketing, says: “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.”

“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.”

Oliver Bailey, Co-founder, Absurd, says: “With design and features baked in consumer insight and user testing, the new Umbro.com delivers an enhanced user experience.”

“The move from Wordpress to an Umbraco CMS has increased site speed, wherever visitors are accessing it from. This is further enhanced with server-side rendering that delivers a fast download experience.”