Umbro secures new licensing partners ahead of 2026 relaunch

Sportswear brand Umbro is moving closer to its 2026 relaunch. The Manchester label’s parent company, Iconix International, has announced a slew of new partnerships intended to grow its apparel offering across the US and Canada.

Among them, Isaac Morris Ltd. has been named the brand’s exclusive apparel partner for the two regions, starting 2026. Through this deal, Umbro is looking to reestablish its foothold in the lifestyle and performance apparel categories.

The company has also appointed BBC International as its North American footwear partner, building on Umbro’s new Footwear Strategy. BBC will take on the design and distribution of fashion-lifestyle footwear, with a collection focused on merging everyday wear with the brand’s football roots.

Umbro has further signed a Custom Team Uniforms license with Jayva Brands, which will centre around football teamwear for clubs, schools and leagues across North America. The venture draws similarities to the Team Starter programme of Iconix’s label Starter, which is said to have been a success.

The new agreements follow Iconix’s strategic review of Umbro’s global licensing structure, with the group having scaled back on certain product categories with the goal of refreshing them for an April 2026 relaunch.

In a statement, SVP at Iconix, Ryan Sainsott, said: “In apparel, teamwear, and now footwear, we’re building a unified, design-driven platform for Umbro’s return. Isaac Morris and BBC International bring complementary strengths that will accelerate Umbro’s cultural and commercial momentum in North America.”