Umbro, the UK sportswear firm, has poached an Adidas marketer
following the defection of its previous head marketer Peter Draper to
Manchester United (Marketing, July 22).
Shay Boyd joins Umbro as marketing communication manager and will take
responsibility for the overall strategic direction of the Umbro brand in
the UK. He reports to Martin Prothero, Umbro’s global director of
Boyd spent nine years at Adidas where he was latterly group marketing
and communications manager across areas including fitness, tennis and
women’s brands. Prior to this, he was Adidas’ senior category manager
for soccer. ’It was a case of moving to get a wider remit,’ said
He will also take charge of public relations for Umbro, a job previously
handled by Draper. However, some of Draper’s other responsibilities will
be shared by existing members of the Umbro team.
Prothero said: ’Finding a replacement for Peter Draper would be
difficult given his experience and personality. Instead we looked at
carving up some of his responsibilities.’
Helene Hope, the company’s consumer marketing manager, will take
responsibility for relations with Umbro’s agency Cheetham Bell. The
relationship with Cheetham Bell will be reviewed at the end of the year.
Simon Jobson, retail marketing manager, has responsibility for
relationships with Umbro’s retail partners.
Umbro was acquired in May by venture capitalist Doughty Hanson for
A new senior management team came on board, led by Peter McGuigan, a
former president of Reebok.
The Doughty Hanson deal has not affected Umbro’s pounds 50m five-year
agreement with the Football Association to provide England’s kit. The FA
deal includes a pounds 20m injection into grass-roots soccer.
Umbro also has personal deals with footballers including England
strikers Alan Shearer and Michael Owen.