Umbro celebrates its centenary with a new strategy in the Peruvian market.

The renowned brand Umbro, which dressed the Peruvian national football team at the 2018 World Cup in Russia, is celebrating its centenary globally, positioning itself as a reference in the sports world. To commemorate this milestone, the company is preparing a series of events and actions that will review its history, while also reinforcing its plans in the Peruvian market after scaling back its operations in previous years. With over 30 years of presence in the country, Umbro has managed to establish itself in the sports field, especially in football, thanks to its product portfolio and sponsorship of the Peruvian national football team and clubs like Universitario de Deportes. This year, the brand will give a boost to its urban and casual clothing line in the Peruvian market, which has experienced significant growth globally and has contributed to the company's development. In collaboration with Future Visions, Umbro will launch 'lifestyle' collections in Peru, primarily targeting the young segment, breaking away from the traditional focus on football. This alliance aims to innovate and offer modern and trendy products, with the goal of reaching an audience eager for urban and contemporary fashion. Umbro's new urban clothing collection is the result of an initiative that seeks to revive the brand's characteristic designs, patterns, and logos, adapting them to current trends without losing their essence. Additionally, the brand has announced the launch of United By Umbro, a collection of commemorative shirts for the Copa America and the Euro Cup, major football events that will be held simultaneously in June of this year. Regarding its physical presence, Umbro has four of its own retail outlets in Lima, having recently opened a store in the Mall Aventura San Juan de Lurigancho and planning its return to Jockey Plaza, where they aim to open the largest store with 150 m2. This expansion strategy aims to strengthen the brand's positioning and restructure the product mix offered in its own stores, with a specialized focus on football. Sebastián Hadad, Marketing Director of Umbro in Peru, emphasizes the importance of offering a specialized football range, with products such as protective equipment, sports accessories for goalkeepers, and specialized balls according to the playing surface. This approach aims to meet the needs of football fans and establish Umbro as the leading brand in the sports field. In this sense, Umbro projects itself as a brand in constant evolution, adapting to new trends and market needs, while celebrating its centenary with an innovative and appealing proposal for its followers. With its expansion in own stores and a diversified range of specialized products, the brand seeks to consolidate its leadership in the sports sector and remain the favorite among football lovers in Peru.