Umbro & Athletic Club - Soul Crossing  

The day Athletic's fans wore the new kits 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.


The aim was to turn this kit into a true icon of all the Basque nation. A reminder to encourage and accompany the players when playing away far from their country.

Our idea was to flip the natural life cycle of the jerseys: This time the fans would wear them before the players make them famous in Europe.

Launch video (Spanish & Basque) 


Weeks before going on-sale, we filmed Athletic's most iconic fans and influencers wearing the kits in their daily activities, pouring their very own stories and memories into the jerseys for the players to remember in their games across Europe.

The resulting video quickly became viral, calling people to join a week's long competition: Athletic's Soul-Crossing.

From all the fans that pre-ordered the kits in stores, 22 would get the chance to wear them for a day, and then pass them on to the next group of fans. Just like in a book-crossing mechanic.


Thanks to GPS technology, visitors to the website could follow the path of these kits in real time as the fans made their own experiences be part of the jerseys, and even get directions to see the closest in person.


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

After the event, we brought these fans and players to iconic bars and locations of Athletic Club's history and shot the posters there.

As opposed to the distant, heroic and player-centric attitude from other brands, our slogan '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