Umbro Unveils England's Away Jersey in Hostile Conditions

Are you looking for new ways to drive awareness to a new team jersey kit? Are you looking for ways to leverage both music and entertainment?

Umbro recently unveiled England's new away jersey for the 2010 World Cup in a very unconventional setting. The apparel company turned to Tom Meighan, frontman for the popular English band Kasabian, to unveil the jersey during a live concert performance at the Paris Olympia in front of thousands of unsuspecting French soccer fans.

While the surprise apparel tactic didn't prove to be too popular with the crowd, it served as a great publicity stunt to drive awareness for the new Team England Away Kit. Click here for some pictures from the event from Umbro's Flickr photo stream and check out the video of publicity act below:

Also, check out an interview with Meighan about his experience unveiling the shirt in hostile conditions here!