UMBRO/KAPPA Soccer

The American Soccer Market is huge. There’s a couple of ways to make money. And I was on two sides of the battle. Umbro, the traditional English Company with all sorts of history went with their roots targeting soccer coaches and Team Wear generated sales. Kappa, the edgy, Italian Fashion Brand wanted to target the individual soccer teenagers with a rebellious attitude. RESULT: Participating Kappa retailers reported a 95% sell-through of all products. CLIENT: “John understands the problem and develops a plan that will take the brand to the next level. Going against the grain, seeing things differently is what it is all about in today’s world.” – Doug Gordon, VP Sales and Marketing