Umbro has chosen its first major female ambassador: U.S. National women’s soccer player Ashlyn Harris. Her first campaign, for fall, was shot in Harris’ hometown of Cocoa Beach, Fla., and features the champion goalie wearing both on- and off-field apparel.
“My first memory of Umbro was when I refused to take off my orange and purple Umbro checkerboard shorts for church at five years old,” said Harris, who is also a FIFA World Cup champion. “I won that battle, and that drive to express myself and stay true to myself, even as a kid, is why I’m so excited about my partnership with Umbro. The brand is the original, and they understand the way the culture of football and the product they create inspires passion, commitment and courage on-and-off the field.”
As part of the deal, she will wear Umbro cleats and gloves during her U.S. National Women’s Team games and will work with the brand on product collaborations for Umbro Premier, a premium line extension launching in spring 2018. The two will also work together on creating special product capsules, Umbro said.
Jamie Cygielman, chief marketing officer and executive vice president for Iconix Brand Group, which owns Umbro, said Harris “epitomizes the Umbro spirit, with both style and grace on and off the field. As a star of the U.S. Women’s National Team and the Orlando Pride of NWSL, Ashlyn is a true fan-favorite, known for her unrivaled style and skill in the game.”
Cygielman added that “during Umbro’s nearly 100-year run, there have been women who have worn the brand, but Harris is the first major female ambassador.”
The relationship will be “marketed heavily from a digital perspective,” Cygielman said, on Facebook, Instagram and Snapchat.
Harris added she believes “you have to have the passion to do what you love, you have to have the courage to step outside of the box, and you have to be committed to just being true to you. This aligns perfectly with the brand.
“I love that Umbro is trying to close that gap between the sport and style, and taking athletic style beyond the soccer field. Every time I wear Umbro, whether it’s a tracksuit or a jersey or checkerboard shorts, people share their love for my style and then share their style stories with me. Fashion connects people and creates conversations, and to me, that’s why I do what I do.”