This Friday (23), Umbro celebrates its 101st anniversary and marks the occasion by announcing the launch of its new official app, reinforcing the brand’s strategy to expand its digital presence in the country. Focused on conversion and strengthening its direct sales channels, the app serves as another tool to connect Umbro with its consumers and fans—those passionate about football, lifestyle, and sports culture.
The new channel is part of the brand’s 360º strategy, functioning as an extension of its e-commerce and other digital platforms. Among the launch highlights are a 10% discount coupon for first-time purchases on the platform for Umbro customers, 15% off for new shoppers, an exclusive ‘last items’ section, and early access to the international collaboration Umbro Korea x Kasina, available exclusively on the app for a limited time.
We are thrilled to celebrate Umbro’s 101st anniversary with the launch of our app in Brazil, which aligns with our digital strategy to make it easier for consumers to access our products and enjoy exclusive new features within the tool. We hope the app continues to improve daily to offer even more convenience to our customers,” says Eduardo Dal Pogetto, director of Umbro Brazil.
Available for Android and iOS devices, the app has already surpassed 1,000 downloads and received 38 five-star ratings even before any promotional efforts, demonstrating the brand’s organic strength.
The app was developed by Kobe Apps, a retail app creation and management platform, in partnership with the e-commerce team of Grupo Dass, responsible for Umbro’s operations in Brazil. Initially, the app offers a fluid and intuitive shopping experience, with plans to evolve over time by incorporating personalization, targeted campaigns, activations with sponsored clubs and athletes, and integration with influencers and partners.
Our goal is to get even closer to our consumers by offering convenience, practicality, and exclusive benefits. We envisioned a connected audience that shops via mobile and seeks quick, relevant experiences. The app is a key step in engaging this audience directly and frequently,” emphasizes Dal Pogetto.
The goal is to offer an ongoing experience, with monthly exclusive launches, personalized content, and special activations with the football and lifestyle community. Aligned with the brand’s strategic pillars for 2025 (Futsal, Society Football, Field Football, and Lifestyle), the app reinforces Umbro’s commitment to creative freedom and the dynamism of the Brazilian market, one of the most important for the company’s global operations.
