What Umbro does

Umbro is a British sportswear and football equipment brand founded in 1924 in Manchester, England, currently owned and operated by Iconix Brand Group (acquired 2012) through its UK entity Iconix Brand UK Ltd. The company designs and markets athletic apparel, footwear, and equipment across football/soccer, rugby, futsal, fitness & training, and lifestyle/style categories, with core performance products including the Tocco VI Pro and Velocita Matrix football boots and an extensive shin guard range (Squadra, Rival, Diamond, Formation, Neo Pro Tec, etc.) carrying EU Declaration of Conformity. Under Iconix's brand-management model, Umbro generates revenue primarily through licensing royalties to third-party manufacturers and distributors — most notably a newly announced 2025-11 suite of North American licensing deals with Isaac Morris Ltd. (apparel), BBC International (footwear), and Jayva Brands (team uniforms) ahead of the 2026 FIFA World Cup — supplemented by direct e-commerce sales through umbropremier.com and limited-edition capsule collaborations with fashion and cultural brands (Reformation, Mertra, Rains, HIDDEN, Mike's Hot Honey, LC23, Adam Jones, Wasted Paris, Slam Jam, Carter's).

The brand serves a diversified customer base spanning professional and amateur footballers, rugby players, futsal players, fitness enthusiasts, fashion-conscious lifestyle consumers, and families with children, distributed across the UK, North America, continental Europe (Germany, France), and Australia. Strategic emphasis in 2025-2026 has been on re-establishing North American market presence through a structured three-licensee relaunch, capitalizing on the 2026 World Cup moment, and extending the brand's cultural relevance through fashion capsule drops that monetize its 90s/2000s training wear archive. The company employs 501-1,000 staff, operates a registered office at 29-31 Dale Street, Manchester, and is led by CEO Matthew Cook. Umbro has also committed to phasing out kangaroo leather from its products by 2026 as part of the Center for a Humane Economy's 'Kangaroos Are Not Shoes' campaign.

Name

Umbro

Legal name

Iconix Brand UK Ltd

Website

https://umbro.com

Company type

Private

Founded year

1924

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Umbro is a 100-year-old British sportswear and football equipment brand owned by Iconix Brand Group, generating revenue primarily through licensing royalties and direct e-commerce, with a 2026 North American relaunch via new licensees ahead of the FIFA World Cup.

Ownership category

akta.pro rank

Product category

Sportswear and Athletic Apparel

NAICS

Sporting and Athletic Goods Manufacturing (339920), Apparel Manufacturing (315), Sporting Goods Retailers (459110)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Footwear, (No Rubber) (3140), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Athletic Footwear & Sport Apparel Retail (CRAMABAC), Soccer/Football Footwear & Apparel Retail (CRAMACAC)

Keywords

• Sportswear apparel
• Football kits
• Soccer boots
• Team uniforms
• Athletic footwear

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Licensing Royalties: Umbro generates revenue through licensing agreements with third-party manufacturers and brands, including Isaac Morris Ltd. (apparel), BBC International (footwear), and Jayva Brands (soccer team uniforms). Iconix Brand UK Ltd owns Umbro and manages licensing partnerships.
2. Direct Product Sales: Direct sales of sports apparel, footwear, and accessories through Umbro's e-commerce platform (umbropremier.com) and retail stores, including collaborations with Carter's for children's apparel.
3. Collaborative Capsule Collections: Limited-edition capsule collections with fashion and lifestyle brands (Reformation, Mertra, Rains, Mike's Hot Honey, HIDDEN) sold through partner websites and Umbro's platforms, commanding premium pricing.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels4 records

Core offering

Umbro designs, manufactures, and sells British sportswear including football/soccer kits, rugby apparel, futsal gear, fitness and training wear, football boots, and lifestyle/fashion collections. The brand operates a direct-to-consumer e-commerce store (umbropremier.com) and supplements revenue through licensing agreements with third-party manufacturers and fashion collaborations.

Product overview

Umbro is a British sportswear brand offering a comprehensive portfolio of athletic apparel and footwear across football (soccer), rugby, futsal, and fitness & training categories. The product line includes professional match-day kits, training wear, and lifestyle/fashion collaborations. Key product lines include the Tocco VI Pro and Tocco V football boots focused on control and touch, the Velocita Matrix for speed and agility, plus extensive shin guard collections (Squadra, Rival, Diamond, Formation, Neo Pro Tec, Neo Flexi, Neo Shield, Classico, Axis, Ceramica, Spirito, Cypher, Ventura, Raposa, Aurora, Protege Tibias, Sala). The Style category features limited-edition capsule collaborations with fashion brands like Reformation, Mertra, Rains, HIDDEN, LC23, and others, positioning Umbro at the intersection of sportswear and fashion. Iconix Brand UK Ltd owns the Umbro brand.

Differentiator

Problem solved

Functional benefit

Products and services

• Football (Soccer) Kits & Apparel Professional and amateur soccer kits, training wear, and match-day apparel for clubs and national teams worldwide. Umbro supplies kits for 48 national teams at the 2026 World Cup.
• Tocco VI Pro Football Boot Premium soccer boot designed and built for the player obsessed with perfect touch and precision on the ball. Every innovation is focused on creating complete control.
• Tocco V Football Boot Soccer boot designed for touch, endurance, comfort, and control in every touch, pass, and mile — substance over theatrics.
• Velocita Matrix Football Boot Speed and agility-focused soccer boot engineered for players who thrive on breaking away, changing direction, and playing out of line.
• Rugby Kits & Apparel Professional and amateur rugby kits, training wear, and match-day apparel for rugby union and league teams.
• Futsal Products Specialized futsal footwear, apparel, and equipment designed for indoor court football.
• Fitness & Training Apparel Athletic training apparel and footwear designed for gym workouts, fitness activities, and general athletic training.
• Style/Lifestyle Apparel Lifestyle and fashion-forward sportswear collections including limited-edition capsule collaborations (LC23, HIDDEN, Mertra, Rains, Reformation, Wasted Paris, Slam Jam, Mike's Hot Honey, Adam Jones, secondhalf.pdf) blending football culture with streetwear aesthetics.
• Shin Guards (Squadra, Rival, Diamond, Formation, Neo Pro Tec, Neo Flexi, Neo Shield, Classico, Axis, Ceramica, Spirito, Cypher, Ventura, Raposa, Aurora, Protege Tibias, Sala) Protective leg guards available in various configurations including with ankle socks, calf straps, and sleeves for both adult and junior sizes, with EU Declarations of Conformity for safety and quality.

Quantifiable outcome

• Umbro among multiple brands supplying kits for 2026 World Cup tournament
• +1 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Mike's Hot HoneyminorStrategic or Co-development Partner · 23 June 2026Limited-edition capsule collection blending 1990s international soccer kit aesthetics with Mike's Hot Honey's burgundy-and-gold visual identity. Includes jerseys, shorts, a scarf, and a soccer ball, priced between $39.99 and $109.99, available exclusively through Mike's Hot Honey's website.
• ReformationminorStrategic or Co-development Partner · 22 June 2026California-based sustainable fashion brand partnership for limited-edition six-piece capsule collection launching June 22, 2026, targeting summer fashion-conscious consumers.
• Carter'scoreStrategic or Co-development Partner · 6 April 2026Limited-edition children's apparel collaboration featuring soccer-themed kits inspired by eight countries (Argentina, Brazil, England, U.S.), launching April 6 at Carter's retail stores nationwide and online. The partnership merges Carter's position as North America's largest baby and children's apparel company with Umbro's heritage in soccer apparel.
• RainsminorStrategic or Co-development PartnerDanish brand partnership for joint lifestyle capsule collection combining Umbro's football terrace aesthetics with Rains' waterproof technology. Features outerwear with taped seams, oversized trenches, and reworked training jackets in muted color palettes.
• HIDDENminorStrategic or Co-development PartnerCultural platform collaboration on 18-piece capsule collection featuring jerseys, shorts, track coordinates, gloves, socks, and football. HIDDEN has built a following of over three million since 2018, with cultural figures including Virgil Abloh, Drake, and Lil Yachty among its audience.
• MertraminorStrategic or Co-development PartnerAustralian fashion brand's first-ever collaboration, pulling inspiration from Umbro's early 2000s and 90s training wear archive to unite century-long sporting history with disruptive design-led aesthetic. Prices range from £39 to £180.
• LC23minorStrategic or Co-development PartnerItalian label based in Puglia partnership for the third collaboration in ongoing partnership, creating elevated capsule that fuses tailoring codes with football heritage for #19.
• Secondhalf.pdfminorStrategic or Co-development PartnerBritish football storytelling print project collaboration for limited capsule centered on goalkeeper culture, an ode to football's number one and the mindset that comes with wearing it.
• Wasted ParisminorStrategic or Co-development PartnerAW25 collaboration inspired by the quiet resilience of those who live their lives outdoors, featuring statement pieces like nylon windbreaker and pants printed from full-scale scans of real denim.
• Slam JamminorStrategic or Co-development PartnerAW25 Cult Unity collection in partnership with Slam Jam celebrating Italian tailoring traditions and enduring codes of British sportswear. Classic motifs such as check patterns, luxurious textured fabrics, and refined structure of traditional tailoring are reinterpreted.
• Adam JonesminorStrategic or Co-development PartnerBritish designer reimagined old Umbro designs into capsule collection made from deadstock Umbro product revitalized with distinctive blend of fashion and humor inspired by eccentricity of British style.
• Iconix InternationalcoreOthersParent company Iconix International owns Umbro and is scaling back other categories to focus on the 2026 North American relaunch effort with new licensing partnerships.

Scale indicators4 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Adidas: One of the two dominant global sportswear brands and the leading football-apparel incumbent. Adidas designs the largest share of 2026 World Cup jerseys, competes directly with Umbro across football kits, boots, and lifestyle, and sets the benchmark for performance and lifestyle integration that Umbro's licensing model must compete with.
• Nike: Global sportswear leader with a major football category presence (jerseys, boots, lifestyle). Nike previously owned Umbro (2007–2012) and remains a primary competitor across football apparel, footwear, and lifestyle, including at the 2026 World Cup.
• Puma: Top-three global football-apparel competitor and the third major designer of 2026 World Cup jerseys. Puma competes with Umbro across performance football, lifestyle/streetwear, and football boots, often at similar mid-premium price points.
• New Balance: Global athletic and footwear brand with a growing football-boot category (e.g., Tekela, Furon). New Balance is a comparable multi-sport brand with broader scale, providing a benchmark for how mid-tier global brands can compete in football boots against Umbro's Tocco and Velocita lines.

Direct peers

• Hummel: Danish sportswear brand specializing in football kits, handball, and team sports apparel. Hummel is a like-sized, football-focused competitor with a comparable licensing/sponsorship model and similar product breadth, making it a close structural peer to Umbro.
• Macron: Italian team-sports apparel manufacturer and Umbro's closest direct competitor in the European club/team-kit market. Both serve football and rugby clubs with a similar licensing-and-club-partnership business model and overlapping product range.
• Erreà: Italian sportswear manufacturer competing in football, futsal, and team-sport apparel. Erreà overlaps with Umbro in product category, club-sponsorship business model, and European market focus.
• Kappa: Italian heritage sportswear brand with football, lifestyle, and team-sport apparel. Kappa competes with Umbro in football kits, lifestyle capsules, and is comparable in scale, heritage positioning, and reliance on European club partnerships.
• Joma: Spanish sportswear brand focused on football, futsal, and running. Joma is a like-sized, football-led competitor serving national federations and clubs globally, comparable to Umbro's core kit and boot business.

Emerging players

• Castore: Premium British sportswear brand rapidly expanding in football (multiple Premier League and national-team partnerships). Castore competes with Umbro in the football lifestyle and performance category with a more premium positioning, representing the next-generation peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/umbro
• YouTubeyoutube.com/user/umbro
• Facebookfacebook.com/umbro
• Instagraminstagram.com/umbro
• LinkedInlinkedin.com/company/umbro

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Umbro