Manchester’s Love Creative has unveiled its first global campaign for Umbro, a multi-channel promotion of the brand's 'off-pitch' sportswear range.

The campaign carries the tag line ‘1350’ (the number of minutes in a day, excluding the 90 minutes of a football match) and features Aston Villa and England striker Darren Bent and Peru captain Juan Vargas.

Love has described 1350 as an “opportunity to explore and collide with vibrant off-pitch cultures”, with players pictured in tattoo parlours. The work encompasses print, online and retail and was launched this week.

You can read more about the campaign, and the people Love worked with to put it together, on the agency's blog.