Last week, while researching Umbro at The British Library, I was struck by how, by the 1950s, sportswear brands were already competing intensely to have teams wear their kits—a practice we often think of as a more modern strategy.
For example, during the 1955 FA Cup final at Wembley, both Manchester City and Newcastle United wore Umbro kits, underscoring Umbro’s significant presence in the market. However, the competitive nature of 1950s sportswear was evident in Litesome Sportswear’s decision to provide Manchester City with a distinctive two-colour tracksuit specifically for the event. This choice highlighted Litesome’s ambition to distinguish itself within an increasingly crowded market, aiming to position the brand as a preferred choice for professional sports teams.
Images left to right:
Bobby Johnstone FA Cup shirt, 1955
Umbro advert, 1955
Manchester City wearing Litesome tracksuit, 1955
Litesome advert, 1955