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Nike's acquisition of the football kit supplier should boost its dominance and Umbro's fortunes, writes Ed Kemp.
Last week, Nike confirmed speculation that it intends to buy specialist UK sportswear brand Umbro in a deal worth pounds 285m. It is news that will cheer the Umbro camp.
The official kit supplier to the England football team, Umbro has had a miserable 2007. It has already been forced to adjust its profits forecast for this year from pounds 30m to pounds 22m, a revised figure based on the assumption that England would qualify for Euro 2008 However, following the team's 2-1 defeat to Russia earlier this month, its chances of qualifying are looking slim, and failure to do so is likely to result in a further slump in shirt sales.
Umbro has long prided itself on its focus on football, running campaigns with straplines such as 'We spend 0% of our …