Yesterdays riots reminded me of watching a Liverpool-Manchester United game.

You know its impossible, but you find yourself wondering if its possible for both sides to lose.

Some bankers were waving £10 notes at the protesters, which is pretty obnoxious - but then again it's hard to sympathise with a lot of the rioters, many of which seemed to have little or no idea why they were there.

Today I found myself in Shoreditch, not to lob bricks through windows but to visit Umbro's temporary shop which its using to promote the launch of the new England football kit.

The new 'tailor made' kit is probably the most radical depature from modern day football strips since Cameroon decided to chop their sleaves off. That was Puma's idea by the way.

While there there seems to be a general feeling the kit looks fresh and more fashionable than previous England shirts, the idea of a 'Saville Row' shirt and the stereotypical football fan (in some cases hooligan) is an curious one. Cricket, tennis or rugby seem an more obvious fits for this strategy.

But this is the whole point. Umbro appears to be reclaiming the England team for all England fans. While those who travel drunkardly over land and sea following the team are legitimate fans the team belongs to everyone.

The shop, where I was met by Umbro marketing director Tim Parkinson, contains images of football fans from 196 ethnic minorities that live in England (apparently there are 208 in total).

It's a bold move by Umbro and one that I support 100%

You can read my profile on Tim Parkinson and find out more about Umbro's strategy in The Marketing Profile in next week's magazine.