Absurd lands Umbro online deal

Umbro is teaming with Absurd to create a new global web platform.

Helene Hope, Umbro’s Head of Global Brand Marketing, says: “Our aim is to create a site that communicates brand and product stories to our target consumer in an exciting and engaging way, bringing our brand position and tone to life.”

“Working with our teams around the world and drawing on their initiatives, we will create a truly global, varied and multi-dimensional narrative that is a cross over between social, webzine and e-tail.”

The site will be based on a CMS that allows the central Umbro team to tap machine learning and Microsoft Azure to translate content that can then be reviewed by teams in other markets.

Absurd was awarded the design and build project following its implementation of two microsites for Umbro earlier this year. These will be re-launched post-coronavirus lockdown. 

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