Umbro & Athletic Club - Soul Crossing  

The kits Athletic's fans wore before the players did.


In 2011, Athletic qualified to the UEFA League for first time in decades. Made out of Basque-country born players only, Athletic Club is not only one of Europe's oldest football teams, but also the only Spanish team sponsored by Umbro.

A design that proudly displays the colours of the Basque country flag, turned the launch of the new away kit for UEFA games into a unique PR opportunity to reposition Umbro in the market and drive traffic to stores.


To turn this iconic kit into a true icon for all the Basque people, we flipped the natural life cycle of a football jersey: This time the fans would be the first in wearing them.

They would fill them with memories and then hand them to the players so that they feel them very close when playing away.  

Launch video (Spanish & Basque) 


Weeks before going on-sale, a video showed Athletic's most iconic fans and influencers pouring their personal stories and messages into the jerseys for the players to remember them in the upcoming games away.

The video led people to the website and stores, were they could join our competition. 

22 fans got the chance to wear the jersey for a day, and then passing it on to the next fan. Just like in a book-crossing mechanic.


Thanks to GPS technology, visitors to the website could follow the kits' path and see the experiences poured into them in real time. They could even get directions to meet the closest fan and see the new jersey in person!


The fans handed over the jerseys to the players at an event that gathered the attention of most of Spain's TV, press and radios. 

We also brought these fans and players to iconic bars and locations of Athletic Club's history to shoot the campaign posters.

As opposed to the distant, player-centric attitude from other brands, our tagline 'Worn by 11. Championed by All' quickly became part of Bilbao's football culture, building a new, solid positioning for Umbro without media spend. 

 'Worn by 11. Championed by all. New Athletic Club away kit'

'Worn by 11. Championed by all. New Athletic Club away kit'


We built a much more human positioning for Umbro without any media spend. We had a great time in Bilbao, met some of the most iconic and die-hard Athletic fans. All of them truly appreciated the uniqueness of the launch. Somehow all this passion and authenticity became part of the content, too.  


  • THE LOVIE AWARDS - HTML5 Websites - Silver

  • EL SOL - Integrated - Shortlisted

  • EL SOL - Websites - Bronze

  • SPANISH CREATIVE CIRCLE - Digital - CdeC de Plata


  • Year: 2011

  • Agency: Doubleyou Madrid

  • Role: Creative Director

  • Team: Marta Caseny, Rafa Merino, Luis Ortiz, Jordi Pont, Javier Urbaneja