Umbro takes Absurd route to new platform

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Absurd has designed and built a new web platform for sportswear retailer Umbro.

All content on Umbro.com will be managed by the firm’s central marketing team, headquartered in Manchester, who led the creation of the new media platform.

Helene Hope, Umbro’s Head of Global Brand Marketing, said: “With a rich brand history, an expanding product portfolio and our entry into new sporting sectors such as rugby we have a wealth of content to share with our audiences worldwide.

“Our site showcases new projects and sponsorships that span the globe, and we’ve maintained a strong focus on telling our brand story and celebrating our deep history.

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How the new site looks on mobile


“The design and user experience takes inspiration from social media channels, that our audiences are visually familiar with, to drive greater engagement with our content wherever anyone is visiting from in the world.” 

The project involved a move from WordPress to an Umbraco CMS which Oliver Bailey, co-founder of Absurd, said had increased site speed.

He added: “Operating on an Umbraco CMS, global brand content can be created and deployed with ease. All content is curated to represent the brand in a consistent way and bespoke features can be added as necessary.”

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