Absurd creates new global web platform for Umbro

Simon Austin's picture
by Simon Austin

Umbro has appointed Manchester agency Absurd as its digital partner to create a new global web platform.

Absurd was awarded the global design and build project after creating two microsites for the sportswear manufacturer earlier this year, which will be re-launched post-lockdown.

The new content management system will give Umbro “centralised governance over brand content” across its sites, with the capability to implement updates and campaigns.

The site will focus on conversion of sales by driving consumers to local eCommerce platforms around the globe and will enable the central Umbro team to easily manage content from around the world. It will use machine learning and Microsoft Azure to translate content that can then be reviewed by teams in other markets.

Helene Hope, Umbro’s Head of Global Brand Marketing, said: “Our aim is to create a site that communicates brand and product stories to our target consumer in an exciting and engaging way, bringing our brand position and tone to life.

“Working with our teams around the world and drawing on their initiatives, we will create a truly global, varied and multi-dimensional narrative that is a cross-over between social, webzine and e-tail.”

Oliver Bailey, co-founder of Absurd, added: “This is an exciting win for the agency and we are looking forward to working with Umbro to further raise their standards across the brand’s digital portfolio.

“Umbro is a huge Manchester success story, having operated from the region since 1924, and it’s great that they’ve selected to work with our Manchester based team for this prestigious programme of digital transformation.”  

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