Both brands can claim to be part of the fabric of football, but importantly, Umbro has been part of the fabric of Everton since 1962. The kit launch took this concept of ‘fabric’ as an intrinsic part of something, and used it to define a partnership which went beyond a shirt, beyond performance and into territory that connected with every fan, every player, every partner and every single person who has cheered the club on: once you’re touched by Everton, you’re part of the fabric.
The pinnacle of the campaign was the Fabric film, which featured 11 people who brought the concept to life. Filmed on the Goodison Park pitch, it travelled from the oldest living ex-player Tom Gardner (Fabric since 1947), through John Manville who paints the stadium (Fabric since 2003) to Roberto Martinez, who manages the club (Fabric since 2013) and everybody in between.