Umbro South Africa

What Umbro South Africa does

Umbro South Africa is a Cape Town-based private e-commerce company that operates as the licensed regional distributor of the Umbro sportswear brand across African markets. The business is legally registered as Shockproof Investments 223 (PTY) Ltd, with Donovan Bell as its sole disclosed director. The company sells official football and rugby kits, replica jerseys, fan wear, tournament balls, teamwear, and accessories through its direct-to-consumer Shopify storefront at umbro.co.za, with international shipping enabled via DHL Express.

The core product portfolio centers on officially licensed national team and club kits, anchored by a flagship agreement with FECOFA (DR Congo Football Federation) covering AFCON and World Cup competition apparel across Elite, Pro, and Fan tiers. The company also holds official kit supplier relationships with multiple African rugby unions, including Boland Cavaliers, Kenya 7s, and Zimbabwe Rugby. Supporting products include the Vincita teamwear range for amateur clubs and schools, tournament balls for international competitions, and a sunglasses line with UV protection. Pricing is denominated in South African Rand, with jerseys ranging from approximately R520 for entry-level fan wear to R1,564 for elite professional kits.

The business model is asset-light direct-to-consumer e-commerce combined with B2B federation kit supply. Distribution is digital-first, supported by Facebook and Instagram organic social, email newsletter, and WhatsApp/SMS marketing, with no disclosed retail footprint. The technology stack is built on Shopify for commerce, Google Analytics for site analytics, and PayFast for payment processing in ZAR. No external funding, parent company ownership beyond the licensed brand relationship, or financial disclosures are present in the available data, limiting visibility into capital structure and revenue scale.

Name

Umbro South Africa

Legal name

Shockproof Investments 223 (PTY) Ltd

Website

https://umbro.co.za

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Umbro South Africa operates the licensed e-commerce store umbro.co.za, selling official Umbro sportswear and serving as official kit supplier for African football clubs, national teams, and rugby unions across at least 14 countries.

Ownership category

akta.pro rank

Product category

Sportswear Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Soccer/Football Footwear & Apparel Retail (CRAMACAC)

akta.pro secondary industries

Rugby Equipment Retail (CRAMAEAI), Team Sports Equipment & Uniforms Retail (CRAMABAE)

Keywords

• Sportswear retail
• Licensed apparel
• Team kit supply
• Football jerseys
• Rugby merchandise

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D

Revenue model

1. E-commerce Product Sales: Direct-to-consumer online sales of sports apparel including football jerseys, rugby kits, balls, sunglasses, and accessories. One-time purchase model with products sold at various price points.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Umbro South Africa sells official Umbro-branded sports apparel and merchandise through an owned Shopify e-commerce storefront, including national team football jerseys, rugby kits, replica fan wear, tournament balls, sunglasses, and customizable teamwear for amateur clubs and schools. The company operates as a licensed Umbro distributor and official kit supplier for African football and rugby federations, supplying both consumers and professional teams in South Africa and across at least 14 African nations.

Product overview

Umbro South Africa operates an e-commerce platform selling official sports apparel and merchandise. The core product portfolio centers on national team and club rugby and football kits (jerseys, replica kits, fan wear), with offerings tiered across Elite, Pro, and Fan levels. Supporting products include tournament balls, teamwear under the Vincita sub-brand for club/school teams, sunglasses, and supporter accessories. The company serves as official kit supplier for African football clubs and national teams (including DR Congo Leopards, Kenya Rugby), as well as South African rugby teams (Boland Cavaliers, Zimbabwe Rugby).

Differentiator

Problem solved

Functional benefit

Products and services

• DR Congo AFCON 25/26 Jersey Collection Official DR Congo Leopards national team kits for the 2025/26 AFCON, sold across three tiers (Elite performance match wear, Pro mid-tier performance, Fan Tee supporter wear) in Home, Away, and Alternate variants. Features micro interlocking jacquard/dry tech fabric, sublimated printing, and 3D raised FECOFA and Umbro logos.
• DR Congo World Cup 25/26 Replica Jersey Collection Official DR Congo replica fan jerseys for the 2025/26 World Cup in Home, Away, and Alternate variants. Made of 100% polyester, 145gsm sublimated fabric with woven embroidery FECOFA logo.
• DR Congo Warm Up Tee 25/26 Training and warm-up tee for the DR Congo national football team, available in Red and White colourways for the 25/26 season.
• Tournament Balls (Canada 26, South Africa 26, USA 26, Mexico 26, Ireland 26) Official Umbro tournament balls for international 2026 football competitions (Canada, South Africa, USA, Mexico, Ireland), each in country-specific colourways.
• Boland Cavaliers Rugby Kit Official kit for the South African Boland Cavaliers rugby team, including Home Replica Jersey 26 and Fan Tee 26 in men's sizes.
• Kenya 7s Rugby Kit Official replica jerseys for the Kenya Rugby Sevens (Kenya 7s) team in Home and Away variants for the 2026 season.
• Zimbabwe Rugby Kit Official Zimbabwe Rugby national team replica jerseys for the 2025/2026 season, available in Men's and Youth sizes.
• Vincita Teamwear Range Complete customizable team kits for amateur clubs and schools under the Vincita sub-brand, offering jerseys, shorts, and socks in 11 colourways with mix-and-match options at professional quality and accessible prices.
• Umbro Sunglasses Range Umbro eyewear range including sports wraps, pilot frames, retro styles and visors with UV protection built for outdoor use.
• Boland Cavaliers Supporters Cap Official supporter cap for the Boland Cavaliers rugby team, in black, one size.

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core, flagship and minor.

• ShopifycoreTechnology or IntegrationShopify powers the umbro.co.za online store, providing e-commerce platform infrastructure for product catalog, shopping cart, checkout processing, order management, and customer accounts.
• PayFastcoreTechnology or IntegrationPayFast processes payment transactions and refunds for the Umbro South Africa online store, handling credit card and EFT payment processing.
• FECOFA (DR Congo Football Federation)flagshipChannel Partner/ Reseller/ DistributorOfficial kit supplier agreement for DR Congo national football team (Leopards), providing AFCON and World Cup competition kits including Elite, Pro, and Fan tiers.
• Boland Rugby UnionflagshipChannel Partner/ Reseller/ DistributorOfficial kit supplier for Boland Cavaliers rugby team, providing home and away replica jerseys, fan tees, and supporter merchandise.
• Kenya Rugby UnioncoreChannel Partner/ Reseller/ DistributorOfficial kit supplier for Kenya 7s rugby team, providing home and away replica jerseys for sevens competition.
• Zimbabwe Rugby UnioncoreChannel Partner/ Reseller/ DistributorOfficial kit supplier for Zimbabwe Rugby national team, providing home replica jerseys in men's and youth sizes.
• Hype DigitalminorGTM or Marketing PartnerDigital marketing agency responsible for website design and marketing services for Umbro South Africa.

Scale indicators2 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Pro:Direct Sport: Global multi-sport athletic apparel and footwear e-commerce retailer. Comparable in D2C sports apparel distribution but with a much broader multi-brand, multi-sport portfolio versus Umbro South Africa's Umbro-licensed single-brand model.
• TotalSports: South African multi-brand sporting goods retailer (part of JD Group). Operates physical retail and online channels selling athletic apparel, footwear and equipment across multiple brands; a broad incumbent in Umbro SA's home market.
• Sportscene: South African multi-brand sportswear retail chain operated by TFG. Comparable geographic market (SA consumer sportswear) but sells across many brands via physical stores rather than as a vertical D2C specialist.

Direct peers

• Lovell Rugby: UK-based e-commerce retailer dedicated to rugby kit and equipment for clubs and national teams. Comparable as a niche vertical (rugby-only) kit D2C business serving club and federation customers.
• Subside Sports: European online retailer of official football shirts, replica kits, and custom teamwear. Directly comparable as a football-kit-led D2C e-commerce operator with customization for amateur clubs.
• Classic Football Shirts: UK-headquartered e-commerce specialist selling replica and retro football jerseys and kits globally. Closely comparable operating model: D2C football kit retail built on licensed team merchandise and pricing tiers.
• The Pro Shop: South African e-commerce retailer specializing in official rugby and football kit, replica jerseys and teamwear. Most direct comparable to Umbro South Africa given its SA-centric D2C model and football/rugby kit focus.

Emerging players

• Kitroom: UK-based football kit specialist retailer focused on replica shirts and club merchandise. Comparable in narrow-football-kit focus but operates at smaller scale and primarily serves the UK/European market rather than Africa.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/UmbroSouthAfrica
• Instagraminstagram.com/umbrosouthafrica
• LinkedInlinkedin.com/company/umbro-sa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 South Africa