An unexpected deal for many, the England Rugby shirt sponsorship is back in English hands. Better known for their football specialism, research found many needed convincing that the new Umbro kits are fit for purpose, following a 30 year period out of the game.

The bold promotional campaign ‘Tried & Tested’ showcases the kit being put through its paces in a sports-science training exercise environment.

The campaign confidently promotes that Umbro, with its pioneering and performance driven approach, is fit for purpose for the intensified demands of International Rugby. The communication hones in on the rigorous testing involved in the kit’s design and manufacture, enabling confidence among fans from the off.

‘By England, For England’ celebrates a quintessential English sportswear brand proudly stitched on the front of the England rugby shirt.