Tailored by England took to the streets to celebrate the country’s diverse culture. Representatives of all 196 nations who call England home were pictured in the new strip as part of a unique gallery in Trafalgar Square.This iconic location – outside the National Gallery and National Portrait Gallery – juxtaposed the history of England with the modern image portrayed by Umbro. Giant images dominated the square, an exhibition that required permission from four separate public authorities.We took our fans into key fashion centres of London and dominated Euston station – the terminal that links London to Umbro’s hometown of Manchester. We wrapped 72 metres of passageways throughout the station.

Finally, we took over the London home of global ethnographic bible National Geographic, using the brand’s shop on Regent Street as a gallery for the diverse ethnicity of England fans, the first time any brand had done this.

Umbro got massive PR from its media placements. The Trafalgar Square exhibition was so successful Umbro repeated it in Manchester.

50% increase against target audience of young culturally connected people for the brand to ‘be for people like me’ and 50% increase in brand being perceived as a ‘premium sports brand’.Other brand metrics – including 'makes the most innovative sportswear' and 'is an authentic brand' – have risen by 5-6 percentage points.Sales of England shirts exceeded expectations. It was the most successful England kit launch ever.Now England just need to win the World Cup.