After 3 Years Of Silence, UMBRO Returned To China'S First Store, "Blue Diamond Generation", Landing In Xi'An.

August 14th, professional football with 92 years of brilliant history.

(Umbro) after three years away from the Chinese market, he landed in Xi'an with his first store, the "Blue Diamond generation", and formally returned to China.

It is reported that the return will be integrated by online flagship stores and offline outlets, and will be in sports and life.

There is a breakthrough in the field of tide.

In October 2012, Nike sold UMBRO brand to the acennis brand group for 225 million US dollars. Since 2013, the brand has gradually faded out of the Chinese market.

At this event, UMBRO (Umbro) Greater China president and CEO Zhang Tengfei revealed that UMBRO, who returned to China, has gradually cooperated with the famous sports companies such as body power, IMG, music sports, Micro Sport and other well-known sports companies.

As to why the first store was selected in Xi'an, he told reporters that UMBRO had an indelible football DNA, while Xi'an's football and sports atmosphere was very strong, plus its own professional team and mature experience. The site selection of "Blue Diamond generation" was undoubtedly the "right choice" for landing in Xi'an.

"Blue Diamond generation" design: innovation, classics and differences

UMBRO (Umbro) brand has a history of nearly one hundred years. In this process, UMBRO has also created countless brilliant and countless moving.

How to break through in the centenary classic? This has become the most troublesome problem for the main creative team.

Gao Wenzhe, the chief designer of the "Blue Diamond generation", describes the current state of Umbro in China's shopping malls with "Lao Jiang Hu meets a new society". "What kind of terminal form is once again returning to China's vision is a problem we ponder."

In fact, the development of sports brand industry today, when all sports brands occupy their respective audiences, it is difficult to break through.

"Kill a blood route," Gao Wenzhe said. "We use three key words to create Umbro's new terminal image - innovation, classics, and differences."

He believes that the history of UMBRO in the past hundred years can serve as the foundation for its creation. For a long time, there are countless classics that can be used for mining. Behind the classics, a century old brand should be tolerant and modest, and refuse to homogenization and refuse to follow suit.

Based on this, the "Blue Diamond generation" has become the pronoun of the new terminal image after UMBRO's return to China.

Gao Wenzhe told reporters that the diamond was crystal clear and charming, but it had to undergo "trials and tribulations". From hard rock to diamond grinding, it completed the painful pformation. This is very similar to the experience of UMBRO brand in the past hundred years, and its process of returning to China and shaping the brand is also a grinding process.

At the morphological level, the famous "double diamond" Diamond logo is very identifiable, and the color is blue.

"We do not have regular blue used frequently in sports industry. In countless colors, we repeatedly compare, screen, and finally confirm the blue we see." he said, "we call it" Umbro blue ", which is a color with vitality, history and fashion.

For Zhang Tengfei landing in Xi'an and returning to the Chinese market, UMBRO and his team are full of expectations. "Hope UMBRO's" blue diamond "can recall the good memories of the 70 generation and the post-80s generation, and hope that after 90 and 00, we can continue this classic.