Umbro, the iconic British football brand founded in Manchester, England in 1924 and owned by Iconix International, is undergoing a strategic repositioning ahead of a major North American market relaunch in 2026.
This relaunch is built on new licensing agreements designed to streamline production and distribution across key categories. The brand has appointed. as its exclusive apparel partner for the US and Canada, effective at the start of next year. Furthermore, BBC International has been named the North American footwear partner, responsible for leading the design and distribution of Umbro’s fashion and lifestyle shoes, also starting in 2026.
Teamwear expansion targets clubs and schools
The brand’s custom team uniforms division has also secured a deal with Jayva Brands to create soccer-specific teamwear for clubs, schools, and leagues across the US and Canada. This teamwear license draws inspiration from the successful Team Starter program, another brand under the Iconix portfolio.
Strategic review aims to accelerate cultural presence
The series of new agreements follows a comprehensive review of Umbro’s global licensing strategy by Iconix. The goal, according to Ryan Sainsott, Senior Vice President of Iconix International, is to build a “unified, design-driven platform for Umbro’s return” and accelerate its cultural and commercial presence in the region. These moves indicate a clear commitment to reviving the brand’s position in the soccer-inspired lifestyle space globally.
About Isaac Morris Ltd.
Iaac Morris Ltd. is a New York-based leader in licensed fashion, creating custom apparel programs for retail partners. Founded in 1989, IML employs over 400 staff and leads in licensed apparel, accessories, and pet products, with vertically integrated design, sourcing, and distribution.
The company specializes in fashion clothing across NIT, Boys, Girls, Men’s, and Women’s segments. IML operates across Department Stores, Specialty, Off-Price, Club, Mass Stores, and Amazon, using data-driven strategy to align trends with retail programs.
About BBC International
BBC International designs, sources, and distributes footwear products across North America and globally, with US offices in Boca Raton, FL, and Randolph, MA. The company operates a full-service model covering design, global distribution, and marketing. It works with licensed and private-label brands for major retailers.
