💻

Digital Merchandising

🛍️

CRO

📱

Brand Channel Optimization

📢

Brand Awareness

👯

List Growth

💻 Digital Merchandising 🛍️ CRO 📱 Brand Channel Optimization 📢 Brand Awareness 👯 List Growth

UMBRO USA

eCommerce Acceleration

Umbro USA entered 2025 with the goal of modernizing its digital presence and creating a more efficient, scalable eCommerce ecosystem.

Through coordinated improvements across digital merchandising, CRO, brand channel optimization, and top-funnel list growth, the brand delivered triple-digit performance gains across core KPIs, including revenue, sessions, visitors, subscriber growth, and returning customers.

This case study highlights the strategic framework behind Umbro’s year-over-year digital acceleration.

The Year Over Year Highlights

190%

Increase In Sessions

59%

SMS Subscriber Growth

130%

In Add To Cart Rate

120%

Increase In Revenue

The Obstacles

Throughout 2025, Umbro USA operated with limited global support. Global brand campaigns, which traditionally serve as the primary drivers of awareness and creative direction, were reduced to one major activation per quarter. This shift placed greater responsibility on the U.S. digital ecosystem to fill the gaps — requiring a more proactive approach to content, storytelling, and brand visibility.

Brand channels served as the backbone of Umbro’s mid-funnel growth.

118% Increase In Brand Channel Revenue

The Buffaloe Digital Effect

  • A full rebuild of Umbro’s email and SMS channels unlocked triple-digit growth—driving a 113% YoY increase in revenue, 58.8% subscriber expansion, and nearly doubled SMS conversion through stronger segmentation, cadence, and merchandising alignment.

  • Umbro’s awareness ecosystem surged across top-funnel channels, with creator-led Instagram traffic up 27% YoY, affiliate-attributed sales increasing 109%, and community platforms delivering triple-digit session growth that fueled rapid subscriber expansion and brand visibility.

  • Umbro’s newly restructured lifecycle system became a major conversion engine, with optimized Welcome, Browse, Cart, and Early Access flows generating high-intent engagement and automated revenue through industry-leading performance rates.