Umbro is preparing for a relaunch next year and is lining up licensees.
First up is Isaac Morris Ltd., which will serve as the brand’s exclusive apparel partner for the U.S. and Canada beginning in 2026. In addition, BBC International will become Umbro’s North American footwear partner and will lead the design and distribution of its fashion and lifestyle shoes. That deal is also effective beginning next year.
And the company has signed Jayva Brands within its custom team uniforms division to create soccer-specific teamwear for clubs, schools and leagues across the U.S. and Canada.
The Umbro brand, best known for its soccer and street-inspired offerings, is owned by Iconix International, and the custom team uniforms license was inspired by Starter’s successful Team Starter program, another brand owned by Iconix, the company said.
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The brand continues to be active in the marketplace in a variety of categories. However, Iconix has scaled back several product categories to be refreshed and reintroduced into the North American market next year, an Iconix spokesperson said.
“In apparel, teamwear, and now footwear, we’re building a unified, design-driven platform for Umbro’s return,” said Ryan Sainsott, senior vice president of Iconix International. “Isaac Morris and BBC International bring complementary strengths that will accelerate Umbro’s cultural and commercial momentum in North America.”
“Umbro is a global legacy brand with deep cultural equity,” said Milin Shah, chief revenue officer of Isaac Morris. “We’re honored to lead its apparel growth across the U.S. and Canada — blending heritage with innovation to connect with today’s consumer in both sport and style.”
These new agreements follow a strategic review of Umbro’s global licensing structure and reflect the brand’s commitment to once again become a leader in the soccer-inspired performance and lifestyle space globally, Iconix said. Umbro was founded in Manchester, England by Harold Humphreys in 1924 and outfits more than 120 teams around the world.
