THE HUMMEL BRAND

For almost 100 years, hummel has been part of SPORT. It’s what they live for. The brand stands for unity, celebrates victories, and values the lifelong joy of sport.

This is what HERITAGE means to them, and it fills them with immense pride.

It defines them as a Danish sport and lifestyle brand and shapes their designs, sponsorships, employees, teams, and initiatives.

They design, produce, and distribute sportswear, training and lifestyle clothing, equipment, and sneakers for adults and children, men and women.

Through various product categories – team sport, footwear, kids, sport lifestyle, and selected premium collaborations – they present products several times a year that are inspired by a mix of retro and contemporary trends.

DANISHNESS is at the heart of the company. It stands for equality and inclusion. They don’t see the pitch as a battlefield. It’s an arena where great things can be achieved together. And it’s the desire for progress that drives them. They want to bring honesty, compassion, and passion to the game. That’s who they are. That’s their home – and their culture. Above all, hummel loves sport!

That’s why their goal is: CHANGE THE WORLD THROUGH SPORT. Step by step, game by game.

ORIGIN AND HISTORY

MORE THAN 90 YEARS OF HISTORY
The company was founded in 1923 and proudly looks back on over 90 years of history. Here are some highlights from the heritage-rich sport and lifestyle brand hummel.

1923
Albert Messmer develops one of the first football boots with studs. Together with his brother Michael Ludwig Messmer, he founds Messmer & Co, which later becomes known as hummel.

1956
Visionary Bernhard Weckenbrock takes over the company. He creates a strong, unified brand identity and introduces the iconic chevrons.

1968
The first sponsorship deal is signed with second-division club Duisburg.

1969
The first sports collection is launched. Sales rise significantly thanks to further sponsorships. The hummel logo is redesigned and becomes rounder than before.

1970
hummel is introduced to the Northern European market.

1979
hummel supplies the Danish national football team for the first time – a successful partnership that lasts until 2004.

1988
hummel partners with world-famous club Real Madrid and signs the club’s biggest star, Emilio Butragueño. This deal boosts the brand’s visibility.

1992
An unexpected victory: the Danish national team wins the European Championship, defeating Germany 2–0 in the final.

1999
Leadership change – Thornico becomes the new owner of hummel. Christian Stadil takes charge of brand development and turns hummel into a sporty fashion trendsetter with a new collection of modern classics.

2013
hummel celebrates its 90th anniversary by re-releasing several classic styles.

2016
After many years, hummel once again outfits a Bundesliga team. SC Freiburg plays an outstanding season after promotion and qualifies for international competition.

2017
The Danish women’s national football team becomes European Championship runners-up. Their winning streak is only stopped in the final by hosts the Netherlands.

2018
hummel signs a sponsorship deal with Scottish club Rangers F.C. – the team with the most championship titles worldwide. From hummel’s perspective, this marks a new focus on football in the UK.

2019
hummel becomes the official technical sponsor and apparel supplier for the International Handball Federation (IHF). The new partnerships begin with the Men’s Handball World Championship in Denmark and Germany in January 2019.

TARGET GROUP

While the style segment primarily targets Millennials and Generation Z, the sports collection is aimed at all athletes – from children to seniors.

SPECIAL PRODUCTS AND TECHNOLOGIES

Especially in the indoor sports shoe segment, hummel has made significant advancements in recent years. The top shoes are characterised by the following features/technologies:

• PEBAX RNEW: Sole material made from 46% bio-based content. Castor oil is used for synthesis – a non-edible plant that requires little water.
• Ariaprene: Tongue or sock made from lightweight and flexible neoprene. No pressure points on the foot, lighter than regular leather or synthetic materials, and also a visual feature.
• Additionally: EVA, Engineered Mesh, Ortholite sole