Aries and Umbro’s surreal take on the traditional football ad

Launched just in time for the Euros, the brands’ latest collaboration and accompanying campaign feels very much in keeping with Aries’ occult influenced aesthetic

Umbro may not have been the official partner for England’s football kits since 2012, but its history with the national team goes back to 1954 and arguably includes some of the most iconic shirts to date.

The brand’s latest instalment of its ongoing collaboration with cult fashion label Aries pays homage to this history, launching not only to celebrate its centenary this year but also just in time for the 2024 men’s Euros.

The eight-piece Red, White and Blue collection includes details such as an all-over rose print backdrop that nods to the English Rose and a tonal black print depicting mythical lions on the goalkeeper jersey.

While much of the advertising around the Euros has been a little underwhelming this time around (bar Nike’s chaotic spot), the accompanying campaign film takes a refreshingly esoteric approach that feels more in keeping with a Glenn Kitson spot – with a uniquely Aries twist.

Written and directed by Dan Henshaw, who was previously signed with Skin Flicks and MPC Creative, the film was the result of ongoing conversations between the freelance director and Aries founder and creative director Sofia Prantera.

“I have always been a fan of the brand, I love their cult/occult references, the high fashion approach to streetwear and the tongue-in-cheek irreverence of their graphics,” says Henshaw. “I wanted to create a film that injected all of that into a quintessentially British footy ad. Pub and terrace culture meets acid-trip fuelled paganism. For lols.”

The campaign was shot on location in east London and features friends of the brand. It is currently rolling out across online and social.

Aries Founder/Creative Director: Sofia Prantera
Writer/Director: Dan Henshaw
Production Company: Control Tower Productions
DOP: Charlotte Croft
1st AD: James Dyer
Art Director: Grace Snellock
Editor: Joey Henshaw at Trim Editing
Colourist: Richard Fearon at Black Kite Studios
Sound Design: Ned Sisson
Mask Maker: Conny Prantera