Football changed a lot. From players to fans. Nowadays, we see lots of dance moves, gel styled hair, selfies and not that much of football itself. This so called modern football evokes very intense nostalgic feelings. Fans miss football true values, boldness, playing with heart and seriousness. Specially in Brazil, after the in house World Cup 7x1 shame.

Based on that, Umbro launched the BlackPack collection with 8 black boots, an icon of the times when Brazilian football was respected and feared, not only for its stars, but for their way of facing the sport.

During the campaign Umbro was at the country´s biggest and most relevant media outlets, resulting in 36 online and press publications, reverberating surprisingly well in social media, being the highlight “O Globo” magazine interview: the issue analyzed the sport scenery, reinforcing Umbro as the brand which is bringing back to life the essence of football.