Nov 24, 2025

UMBRO ADDS NEW CATEGORY PARTNERS AHEAD OF THE 2026 WORLD CUP

New York, NY — Iconix International Inc. announces a new strategic partnership with Isaac Morris Ltd., naming the company as Umbro’s exclusive apparel partner for the United States and Canada beginning in 2026.

Umbro, the iconic global sportswear brand with a century-long legacy in soccer and street culture, is preparing for a major North American relaunch. The partnership marks a pivotal step in reestablishing Umbro’s footprint across lifestyle and performance apparel categories, blending the brand’s heritage with a modern, fashion-forward sensibility.

“Umbro is a global legacy brand with deep cultural equity,” said Milin Shah, Chief Revenue Officer of Isaac Morris. “We’re honored to lead its apparel growth across the U.S. and Canada—blending heritage with innovation to connect with today’s consumer in both sport and style.”

Iconix has also appointed BBC International as Umbro’s North American footwear partner as part of the brand’s new Umbro Footwear Strategy. BBC International will lead the design and distribution of fashion-lifestyle footwear beginning in 2026, rounding out Umbro’s offering across head-to-toe lifestyle and sport. The collection will focus on everyday wear rooted in Umbro’s soccer DNA, expanding the brand’s relevance off the pitch.

“In apparel, teamwear, and now footwear, we’re building a unified, design-driven platform for Umbro’s return,” said Ryan Sainsott, Senior Vice President at Iconix International. “Isaac Morris and BBC International bring complementary strengths that will accelerate Umbro’s cultural and commercial momentum in North America.”

In addition to these partnerships, Umbro has signed a Custom Team Uniforms license with Jayva Brands, focusing on soccer-specific teamwear for clubs, schools, and leagues across the U.S. and Canada. This initiative mirrors the success of Starter’s Team Starter program under Iconix, reinforcing the company’s commitment to offering customized, high-performance sports apparel.

These new agreements follow a strategic review of Umbro’s global licensing structure and reflect the brand’s commitment to reasserting its leadership in soccer-inspired performance and lifestyle worldwide.

Founded in Manchester in 1924, Umbro has outfitted champions and defined soccer style for generations. As the brand approaches its 2026 relaunch, it aims to reintroduce its heritage through elevated design, renewed cultural relevance, and modern performance innovation—celebrating a century of influence in sport and style.