English sportswear, streetwear and football designer Umbro has released their new marketing campaign, the Umbro 1350" Lookbook, which departs from the brand's typical ad campaign by blending sex appeal and street kicks.
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.