The Umbro 1350" Lookbook features a diverse collection of situations suitable for stomping in their stylish kicks. Each photograph is a POV view of actions very common to young consumers. One shows a man in white Umbro sneakers looking at a female friend as she vomits with the caption 'Game Over.' Another shows provides the POV of a man on the roof, also in white Umbros, with the caption reading 'Sing When You're Winning.' My favorite photograph in the Umbro 1350" Lookbook features a POV of a man in black Umbros facing a scantily clad woman, with the caption reading 'Offside.'
The Umbro 1350" Lookbook exudes a subtle swagger and real life personality that makes the marketing instantly relatable for many young males.
Implications - Companies that seek to target a youth demographic would be wise to show ads that feature non-verbal signifiers that connect their brand with a youth lifestyle. When consumers see that the brand subtly understands their market, they will be attracted to the company on a subconscious level.