This Friday (23), Umbro celebrates 101 years of existence and marks the occasion with the announcement of the launch of its new official app, consolidating the brand’s strategy to expand its digital presence in the country. Focused on conversion and strengthening its own 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 integrates the brand’s 360º strategy, functioning as an extension of e-commerce and Umbro’s other digital platforms. Among the highlights of the launch are a 10% coupon for the first purchase on the platform for Umbro consumers, a 15% discount for new shoppers, an exclusive ‘last pieces’ section, and the early release of the international collaboration Umbro Korea x Kasina, available exclusively on the app for a limited time.
“We are very pleased to celebrate Umbro’s 101st anniversary with the launch of our app in Brazil, which aligns with our digital strategy to facilitate consumer access and bring exclusive novelties within the tool. We hope the app improves every day to offer even more convenience to our customers,” says Eduardo Dal Pogetto, director of Umbro Brazil.
Available for Android and iOS devices, the app already has over a thousand downloads and 38 maximum-rated reviews (5 stars) even before any promotional efforts, demonstrating the brand’s organic strength.
The app was developed by Kobe Apps, a platform for creating and managing retail apps, in partnership with the e-commerce team of Grupo Dass, responsible for Umbro’s operations in Brazil. Initially, the app delivers a fluid and intuitive shopping journey, with expectations to evolve over time, incorporating customizations, segmented campaigns, activations with sponsored clubs and athletes, and integration with influencers and partners.
“Our goal is to get even closer to our consumers, offering practicality, convenience, and exclusive benefits. We envisioned a connected audience that consumes via mobile and seeks quick and relevant experiences. The app is an important step to engage this audience directly and frequently,” reinforces Dal Pogetto.
The proposal is to offer a continuous experience, with monthly exclusive releases, 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.