AmoebaCorp scores Umbro

The design-lead boutique agency is the athletic brand’s first creative AOR partner.

Nike soccer subsidiary Umbro has appointed Toronto-based AmoebaCorp as its new AOR. It’s the first AOR relationship specifically for creative services for Umbro Canada and it comes as the brand looks to further its presence in the Canadian marketplace by bolstering its sponsorship activities around the Canadian National Soccer Program.

“We have a grand vision for Umbro in Canada and it was clear from the start that AmoebaCorp understood that vision,” said Karen Stemmler, marketing manager, Umbro Canada, in a release. “It was AmoebaCorp’s deep insight and knowledge of both global and Canadian soccer that made them stand out, and we believe they are the right partner for us and are very excited about pursuing a number of non-traditional channels for the promotion of one of the most authentic and iconic soccer brands in the world.”

AmoebaCorp’s first time stepping on the field with a soccer brand was in 2006 when it developed Maple Leaf Sports and Entertainment’s Toronto FC brand from the ground up. The 13-member design-lead boutique agency will be handling creative and strategic services behind the 2012 marketing effort that will lead Umbro’s Canadian National Team Kit launch, celebrating of 100 years of pro soccer in Canada, and the upcoming men’s first round 2014 World Cup qualifying matches set to kick-off this fall.

“We know the sports and entertainment category really well from past work with Nike, Sims Snowboards and multiple brands with MLSE, including the naming, branding and launch of Toronto FC,” said Adam Zolis, managing director, AmoebaCorp, in a release. “Umbro Canada is a perfect fit for us and we’re looking forward to growing the brand through any means necessary.”

Photo: Jarett Campbell (Wjarettc), Flickr Creative Commons