Umbro had launched the "One Love" campaign, to challenge the dominating communication by Nike and Adidas on the way to the World Cup in Germany. As explained on New Media Age (sub. req.), the football brand has partnered with media giants like BBC Sport, MTV and Yahoo! to drive traffic to the revamped Umbro site, and to generate buzz around the new England kit which will be revealed online on February 27th.
Next month Umbro will launch another initiative to take advantage of user generated content: an online Mosaic where football fans will be able contribute to the big picture by submitting their own football images.