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Umbro Reveals What Really Motivates Athletes to Train in Empowering Campaign


The films, directed by Chris Baker, star rugby union players Ellis Genge and Shaunagh Brown alongside four amateur athletes

Umbro Reveals What Really Motivates Athletes to Train in Empowering Campaign

Umbro has launched a new campaign to launch its Pro Training SS/22 Collection, exploring what really motivates athletes to train. Whilst the common narrative for a long time has been external rewards - a time, medal for accolades - for the majority it’s becoming clearer that there are personal reasons.

Starring two of Umbro’s professional athletes, Ellis Genge and Shaunagh Brown from England Mens and Women’s Rugby, alongside four amateur athletes, the films dig into the intrinsic motivation behind their training. Whether they’re looking to ease mental health issues, push social issues forward, de-stress from life, or help people, the film reveals their inherently personal motivations.

Keeping the films in a documentary style was the inspiration for the films, allowing the visuals of each athlete to be real and truthful in a typical training scenario. Director and photographer Chris Baker was chosen for his speciality in sports documentation, with his first book, ‘Sunday Football’, being a visual love letter and documentation of the amateur game of football at Hackney Marshes.

The shoots took place in six different locations; Twickenham Stadium, Forest of Bowland Lancaster, Crystal Palace Sports Ground, Movement Labs East London and Market Road Football pitches from mid-December 2021 to mid-January 2022.

Andy Hunns, Creative Director, comments: “Having worked with Umbro for many years now, authenticity and creativity are the pillars of any project undertaken. So when I needed someone to bring this campaign to life and give it the love it deserved, Chris and his team were a no brainer choice. Attention to detail, imaginative direction and top quality output all delivered and with top people too.”

The campaign is currently live via Umbro’s social media and web.


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Categories: Sportswear, Clothing and Fashion, Thu, 21 Apr 2022 10:59:59 GMT