We devised the ultimate football test of physical and mental agility to launch Umbro’s new Velocita3 boot.
In the launch film entitled ‘Don’t Get Caught’, 20 footballers from The University of Salford can be seen being put through their paces in this one-off event. The players take on a series of challenges in a specially-constructed game zone where high-intensity football training drills are fused with the playground classic British Bulldog. The challenge is simple: complete the tests while not getting caught by the footballs flying into their path. Salford City’s Co Manager, Anthony Johnson, was on hand to direct and motivate the players in his own unique way.
Through the Dodge Ball, Slalom and Reaction Test challenges, the 20 players are eventually whittled down to just three. The finalists are then surprised to find themselves pitted against West Ham United and England’s Michail Antonio in the ultimate game of tag – think the toughest football obstacles while being chased by one of the sharpest attackers in the Premier League.
Dave Palmer, Executive Creative Director, said, “Umbro tasked us to showcase the multi-directional attributes of the Velocita3 boot and bring to life the ‘Don’t Get Caught’ positioning. The idea grew out of an initial thought of combining football with a British Bulldog type game where the aim is to avoid getting caught. But given this game is now even banned in playgrounds, we didn’t want an injured player to be on our conscience so we played around with the format and combined old-school drills with new ones. Through twists, turns, stops and starts the Velocita3 boot is truly put through its paces.”
Helene Hope, Head of Global Brand Operations at Umbro, said, “LOVE’s response to the brief delivered on many levels. The film showcases the Velocita3 attributes in a challenging environment. The event also doubled up as an opportunity for influencers and media partners to attend, soak up the action and experience the boot first hand themselves. LOVE really maximised every story angle of this great event.”
‘Don’t Get Caught’