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Carter’s, the beloved children’s apparel brand, is gearing up for an exhilarating summer of soccer with the launch of its vibrant new collection and an engaging marketing campaign. In a strategic collaboration with Umbro, a heritage brand deeply ingrained in the global soccer culture, Carter’s has unveiled a line of rompers, jerseys, skorts, and shorts designed to let children proudly represent iconic national teams such as Argentina, Brazil, England, and the United States. This initiative arrives at a pivotal moment as the world anticipates the highly anticipated FIFA World Cup, igniting a passion for the sport among the youngest generation of fans.
"Umbro has always been rooted in the culture and pride of the world’s game," stated Andie Lipton, senior vice president of marketing, creative, and communications at Umbro parent company Iconix International, in a press release. "Partnering with Carter’s lets us bring that legacy to the next generation of fans in a way that feels authentic and fun for families." This sentiment underscores the brand’s commitment to fostering a genuine connection with families through shared experiences and cultural touchstones.
The campaign officially kicked off with a unique and heartwarming event dubbed "World’s Smallest Presser." This innovative press conference, held in Atlanta, Carter’s headquarters, featured legendary U.S. soccer player Briana Scurry as a distinguished guest. The event was primarily orchestrated and led by talented youth from local Boys & Girls Clubs, who took on the roles of "Carter’s Correspondents." These young reporters are slated to cover major soccer moments throughout the tournament, extending the campaign’s reach from its Atlanta origins to major metropolitan hubs like Los Angeles, New York City, and Dallas. This grassroots approach aims to empower children and provide them with a platform to share their enthusiasm for the sport.
At the heart of the campaign is a compelling 30-second television spot, crafted in partnership with R&R Partners. This advertisement artfully captures a universally recognized truth in youth sports: the often-humorous moment when parents, regardless of their linguistic background, exclaim, "Wrong goal!" The ad, which boasts a distinctly international and multicultural flavor, features parents from various backgrounds shouting this common refrain in their native languages, highlighting the unifying power of soccer. The campaign is currently running across a diverse array of media platforms, including online video and various connected TV channels. This initiative also marks a significant creative milestone as it is the first major campaign under the leadership of Global CMO Sarah Crockett, who joined Carter’s in June 2025, bringing with her a wealth of experience from previous roles at Designer Shoe Warehouse and Dickies.
Carter’s, Inc., a retail giant that encompasses not only its namesake brand but also popular labels such as OshKosh B’gosh, Skip Hop, Little Planet, and Otter Avenue, has demonstrated robust financial performance. The company reported a notable 8% increase in net sales for the fourth quarter of fiscal year 2025, culminating in a 2% growth for the entire fiscal year. Executives, during a recent earnings call, articulated a strategic plan for a "pretty significant incremental investment" in marketing expenditures for the current year. This increased investment is a direct response to the company’s previous under-indexing in marketing spend compared to its competitors, signaling a proactive approach to capturing market share and enhancing brand visibility.
Marketing Dive recently had the opportunity to engage in an in-depth conversation with Sarah Crockett, the Global CMO of Carter’s, to gain further insights into the new campaign, the brand’s evolving marketing strategies, and its vision for the future. This interview, edited for clarity and brevity, delves into the strategic thinking behind Carter’s ambitious marketing endeavors.
A Multifaceted Campaign for a Global Phenomenon
MARKETING DIVE: Could you elaborate on Carter’s new campaign and what it signifies for the brand at this particular juncture?
SARAH CROCKETT: This is a truly exciting opportunity for us. The connected TV spot beautifully illustrates the emotional connection between Umbro and Carter’s, but the campaign extends far beyond that single advertisement. We have developed immersive retail experiences, and we are even hosting the Carter’s Cup, a youth soccer tournament, right here in our home city of Atlanta. Furthermore, our Carter’s Correspondents are actively covering major soccer events in four key host cities, immersing themselves in the excitement of this global sporting spectacle.
This initiative represents a significant opportunity for us to tap into and reflect contemporary culture. This has been a driving passion of mine since I joined Carter’s. We are constantly evaluating what resonates with people, what captures their attention, and crucially, whether there is a natural and authentic space for Carter’s within these cultural moments. The answer, resoundingly, is yes. Soccer, as a global game, begins with children. It’s easy to overlook the central role of kids when the spotlight often falls on adult athletes and heroes. However, the journey of fandom truly starts with children, and we are delighted to be able to shine a bright light on their passion and engagement.
The Universal Language of Soccer
MARKETING DIVE: The advertisement possesses a distinct international and multicultural essence, with parents from diverse backgrounds shouting "wrong goal!" in their respective languages.
SARAH CROCKETT: Indeed. There are remarkably few things that possess the power to connect cultures on such a universal level. Soccer – or fútbol, as it is known in many parts of the world – is unequivocally one of them. The beauty of the sport lies in its simplicity; you don’t need to share a common language to connect on the street or on the field with a ball and a makeshift goal. It transcends multiple cultures and generations. Now, in 2026, with the global stage for this beloved sport being hosted right in our own communities, the resonance is even more profound.
Strategic Marketing Evolution
MARKETING DIVE: How does this campaign align with your overarching priorities at Carter’s?
SARAH CROCKETT: This campaign serves as a powerful exemplar of how our broader marketing evolution is manifesting. It’s not merely a standalone campaign; rather, it’s a connected platform. It integrates storytelling at a more profound emotional level, captures the cultural relevance of the current moment – this vibrant summer of soccer – and fosters genuine consumer engagement across a multitude of touchpoints.
The execution of this campaign, with its expanded media strategy, not only brings this specific initiative to life but also embodies our evolution as a marketing function. We are actively developing a comprehensive media ecosystem for Carter’s that includes social influencers, connected TV, engaging real-life events, and clever, creative public relations efforts that connect with the right media outlets and, most importantly, the right consumers. This approach truly represents the intersection of cultural relevance with a distinct brand point of view, culminating in memorable and impactful storytelling for Carter’s.
From Transactional to Emotional Connection
MARKETING DIVE: When you joined Carter’s, where did you perceive the brand’s marketing efforts to be, and how do you envision them evolving?
SARAH CROCKETT: What initially captivated me the most about the opportunity to join Carter’s was its immense potential. It’s an organization that holds the category leadership position in a market that is inherently deeply emotional – parenting. This phase of life represents one of the most special chapters for individuals, if they are fortunate enough to experience it.
At the time of my arrival, a significant portion of our communication was focused on what I would describe as a very transactional level: a heavy emphasis on price marketing, promotional activities, and similar tactics. Our evolution is directed towards fostering connections based on a clear point of view. This presents Carter’s with a significant opportunity to position itself as an integral member of the communities we serve, to act as a brand of positive action, and to authentically represent the full spectrum of experiences in parenting – the highs and the lows – all within the rich tapestry of our beautiful heritage brand.
Heritage, or legacy, can easily become a term associated with the past, which can be a detrimental perception. However, this only becomes a challenge if the brand remains static. Our fundamental objective is to leverage our esteemed heritage to not only be the brand that consumers have known and trusted for over 160 years but also to be the brand that they actively choose today. This strategy can be succinctly described as pairing heritage with progression.
Adapting to the Modern Family
MARKETING DIVE: How are parental consumer behaviors evolving, particularly as new generations enter this life stage?
SARAH CROCKETT: We are observing significant shifts with the Gen Z and Millennial demographics, as they are currently the primary drivers of new parenthood. These parents are exceptionally values-driven and, naturally, highly digitally engaged. This has been a consistent trend for several years now. They have a clear expectation that brands should reflect their values and be present in the spaces where they spend their time. They seek authenticity and representation, which ultimately fosters genuine relevance.
Our focus is on becoming deeply immersed in understanding our consumers, listening attentively to their needs and aspirations, and, crucially, actively applying those insights. We are committed to designing products and experiences with families at the forefront of our minds, ensuring that our presence authentically mirrors the diversity of this generation that is building families.
The foundational element for us is the concept of "families," and it’s important to recognize that the definition of family has evolved significantly for this generation compared to previous ones. It is not necessarily always defined by blood relations. We are witnessing a powerful resurgence of the "it takes a village" mentality, where community plays a pivotal role. It is our responsibility to embrace this evolving definition of family and to demonstrate our commitment as category leaders by modeling inclusivity and support.
Strategic Investment in Brand Building
MARKETING DIVE: Carter’s executives discussed an increase in marketing spend on a recent earnings call. How do you plan to strategically deploy these increased investments?
SARAH CROCKETT: It is accurate to state that we have historically placed a greater emphasis on transactional aspects, which represent the lower-funnel components of our marketing investment. Our commitment, and the actions you are beginning to see reflected in reported results, are centered on building the appropriate marketing ecosystem. I often refer to it as an ecosystem, though a funnel analogy is also valid. I still believe in the fundamental principles of the funnel, recognizing that consumers are moving through it at an accelerated pace in certain channels, which is a dynamic shift, but the underlying purpose remains.
Our previous ecosystem was somewhat lacking in essential upper-funnel brand introduction channels. It also presented fewer opportunities to remind our consumers of what Carter’s truly stands for beyond just price. We are immensely proud to be a value brand, built on a bedrock of trust, and we are unwavering in our commitment to ensuring that our consumers can always rely on us to deliver that perfect formula of value – a harmonious blend of price, style, and quality.
However, we have a wealth of additional messages and stories to communicate, and deeper connections to forge with our consumers. This necessitates our presence in channels that are more conducive to storytelling. It is challenging to convey these nuanced narratives effectively within a simple Google search feed, for instance. While we deeply value our Google feed and will continue to utilize it, our objective is to expand our reach by adding complementary channels. It’s about embracing an "and" approach, rather than a restrictive "or." This expanded investment will enable us to engage consumers on a more emotional and relational level, reinforcing Carter’s as a brand that understands and supports families through every stage of their journey.
