In 2011, Athletic of Bilbao, the only Spanish team sponsored by Umbro, qualified to the UEFA Europa League for first time in many decades. Therefore, this launch (the away kit for UEFA games which will proudly show the Basque Country flag colours) is a unique opportunity for Umbro to drive traffic to stores, generate buzz and reposition their brand in the Spanish market.

Our aim was to turn this kit into a true icon of all the fans. A reminder to encourage and accompany the players when playing far from the Basque Country. So the idea was to flip a jersey’s natural life cycle. Instead of being first worn and popularized by players and then passed on to the fans, this time the fans would pour their experiences and memories into the jerseys before the players wear them in their away games.