Aime Leon Dore x Umbro - Campaign

This concept collaboration and complete strategic framework by designer Chance MacArthur imagines Aimé Leon Dore expanding into Milan with Umbro as their entry point into European football culture. The partnership creates a fictional football club, Aimé Leon Dore FC, and explores the culture and lifestyle of those who surround it: the coaches, retired players, multi-decade season ticket holders and lifelong fans.