Umbro advertising.

To get to grips on what Im doing, I thought it would be best to look at Umbro's current advertising. This advertising campaign had a strong element of typography thrown towards it, as you can see in the given images and had Michael Owen to aid the "bring it on" campaign.

Obviously through this advertising there keeping their audience to the football players. Reasons for thinking this is basically the images have a strong influence of football (on the pitch), and with the use of a popular well known footballer it also helps target their specific audience.
My job is to slightly steer away from the specific "on the pitch" audience, and to go toward more the casual clothing audience, but more what I would call the "football casuals". Those that know the game, worship the game, spend each weekend in the stands. These who I need to attract through advertising the new trainer.