Umbro x England Rugby

With the release of the new England Rugby shirt by Umbro I designed a set of concept logos. I then collaborated with photographer, - Sam Todd, to produce a test shoot that would reimagine the modern day rugby fan. Many sports have negative stereotypes from by-gone generations. One stigma Rugby Union holds is its accusation of elitism, an upper class game played by the wealthy. Their is an outdated and untrue representation of todays Rugby fanbase. Rugby today is a global game played from the grass routes up and enjoyed by boys and girls of all races, ages and abilities. Rugbys true values are acceptance and inclusion. This work sets out to demonstrate Rugby fans are from all walks of life, to see Rugby in a new light and to show stereotypes and preconceptions have no place in sport. Subtle fandom hidden gems decorate the work, from swing low to the playground classic British Bulldog.

Shot by Sam Todd