what happened to umbro

Umbro didn’t disappear — it changed hands and shifted from being a dominant football kit brand to a more niche, license-driven business. The big turning points were Nike buying Umbro in 2007, then selling it to Iconix Brand Group in 2012 after the acquisition underperformed.

Quick Scoop

Umbro is still around today, with an active official blog and recent brand activity, so the “what happened” story is more about decline and restructuring than a full shutdown.

What changed

• 2007: Nike acquired Umbro in a deal worth about £285 million.

• 2012: Nike sold Umbro to Iconix Brand Group after taking a loss on the investment.

• Since then: Umbro has continued as a brand under licensing arrangements and team-sports deals rather than as the huge global powerhouse it once was.

Why people say it “fell off”

Umbro lost ground as bigger rivals like Nike and Adidas became even more dominant in football, while branding, sponsorship, and kit contracts became more competitive. That made Umbro feel less visible even though the brand itself survived.

Current status

Umbro is still operating and promoting new collections and collaborations, and its brand appears to remain active in multiple markets.

If you want, I can also give you a short timeline of Umbro’s rise and fall or explain why Nike bought and later sold it.