How very interesting this campaign is! I noticed it on the side of a web page I was looking at, the model was tattooed which of cause drew my attention straight away. I then followed it up and found just how heavily tattoo based the campaign is!
http://blog.umbro.com/post/1350-when-the-90-minutes-are-over-there%E2%80%99s-still-1350-left-to-play/
It's not really a suprise when you think about it, tattoo culture is a big part of many sports - football of the most prevelant (along with the NBA). Tattoos also tend be more popular amoung younger people, obviously the target market for this campaign.
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