From its concept to its construction, the agenda was to push boundaries and challenge brand perceptions. We brought together a team featuring UK graffiti artists, Californian animators, musicians and video games programmers. The Graffiti wall on the homepage was actually created full size in a studio by UK graffiti artist Sickboy.

Mixing mashed-up styles and integrating spray paint visuals with games programming technology meant the collaborative results were daring and ambitious.ObjectivesTo change customers’ perceptions of Umbro the brand.

Target GroupThe website targets a 16-18 year-old global audience.