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 and tradition went with their roots targeting soccer coaches and team wear sales. I paid homage to that in their creative. Kappa, the edgy, Italian Fashion Brand wanted the individual purchases of soccer teenagers with attitude. Kappa Spring Madness was an in-store/online sales promotion that I created. It included tickets to the MLS Championship Game, autographed Cobi Jones posters and signed Italian National Team Jerseys. 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