Umbro was acquired by Nike in November of 2007 for $580M and it seems the swoosh started working their design and story telling magic shortly thereafter. They hired designer Aitor Throup as a creative consultant to redesign their 2010 World Cup kit. The jerseys and accompanying gear are inspired by English bespoke tailoring with understated logos, quite traditional fabrics and small touches that you usually do not see in sportswear. The tags are a great touch to emphasize the craft behind the kits (even though they are made in China).
To tell the story they have created lots of cool content from the behind the design video above to concerts in Paris to unveil the away kits. It remains to be seen how the Three Lions will perform in South Africa but if gear makes any difference the boys should do quite well.