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hummel is a sportswear company based in Aarhus, Denmark. The company was founded back in 1923 by Albert Messmer and his brother Michael Ludwig Messmer, founders of the Messmer & Co in Hamburg, Germany. Hummel became Danish after being taken over by Bernhard Weckenbrock in 1956, who moved its base to Kevelaer, North Rhine-Westphalia.

Hummel International
Privately held company
IndustryRetail
Founded1923; 96 years ago (1923)
Hamburg, Germany
FounderMessmer Brothers
Headquarters,
ProductsSportswear, footwear
OwnerChristian Stadil
ParentThornico
Websitehttp://www.hummel.net

Since 1999, hummel has been a part of the Danish Thornico Group founded by Christian and Thor Stadil.

Being one of the oldest sportswear brands in the business with deep roots in football & handball, hummel has previously been worn by big football teams like Real Madrid, Tottenham Hotspur, Aston Villa and the Danish national football team. Today, hummel continues to sponsor of some the biggest clubs and players within handball and football.

Operating in the sphere where fashion meets sports, the company currently manufactures apparel for both football, Rugby league, futsal, handball, basketball, shinty and volleyball. Moreover, the company also offers apparel and footwear for children alongside its high-fashion subbrand, hummel HIVE.

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The hummel logo is a stylized bumble bee, as hummel is German for bumble bee. However, the hummel bumble bee also represents the company’s history as the notorious underdog succeeding against all odds.

Company Karma: "Change the world through sport"Edit

Throughout the years, hummel initiated and supported several projects focusing on changing the world through sport by, amongst other things, sponsoring individual persons, teams and organisations in poor, exposed and war-torn countries. Always with the hope to build bridges and help pave the way for a better tomorrow.

hummel is a brand that believes in company karma & in the importance of giving back. Acting upon its karma philosophy, it has celebrated underdogs around the world, believing in the power of sports to unite people across religion, politics, culture and nationalities.


Fights that matterEdit

hummel boosts its commitment to changing the world through sport, pledging to donate 1% of its online turnover to FIGHTS THAT MATTER.

The first project to benefit from the 1% funding pool is Girl Power, an organisation founded by Afghan football pioneer Khalida Popal. She is the former captain of the Afghan women’s football team, as well as a leader in the fight for Muslim women’s right to play sport. Sports brand hummel debuted the first soccer jersey with a built-in hijab (hijab jersey) for the Afghanistan women's soccer team.

Another project that is supported by hummel is the Berlin Bruisers, a rugby club based in Germany’s capital. The club has its roots in Berlin’s LGBT+ scene, but as its aim is to promote and celebrate diversity, it’s naturally open to everyone. Based on a love for sport and team spirit, the club fights to encourage acceptance and tolerance across sexuality, religion and nationality.

Sponsorships & associationEdit

Sponsorships - FootballEdit

hummel sponsors internationally recognized football teams like the Danish National Teams, Rangers FC, Middlesbrough FC, Charlton Athletic FC, SC Freiburg and CA Osasuna.

hummel’s sponsorship of the Danish National Football Team goes all the way back to 1979, where the first sponsorship agreement was signed and it lasted until 2004. And, as such, hummel stood proudly behind the national team back in 1992, when they won the European Championship final against Germany.

hummel also sponsors some of the most famous clubs of Danish football, Brøndby IF and AGF. Brøndby IF has been a long hummel partner and the relationship spans more than 20 years since 1986. Founded in 1880, AGF is one of the most iconic Danish football clubs. And it's important to hummel, as it is based in hummel’s own hometown of Aarhus.

hummel sponsor clubs and teams that do things differently and represent several of the hummel values of Sport, Character and Heritage across the world. CSC Christiania started out in 1982 in the Freetown Christiania, Copenhagen, Denmark, with the ambition of being the first football club without membership fees and focus on equal rights and diversity. hummel embraced the charismatic team with the same wish to change the world through sport and entered into a partnership with the club. Ever since, the unique hummel CSC jersey designs have been spotted on celebrities world-wide.

V-Varen Nagasaki, champions of the 2012 Japan Football League, together with hummel presented two unique Peace jerseys to commemorate the 70th anniversary of the atomic bombing in the city of Nagasaki.

hummel also sponsor Jeonbuk Hyundai, the first club from East Asia to win the Asian Champions League, Incheon United FC, based in the city of Incheon in South Korea, the women’s team of INAC Kobe Leonessa, the team that has won several championships in Japan & The Seoul WFC, a women’s football club in Seoul, South Korea nicknamed The Amazones.   

In 2018 hummel joined forces with one of the most iconic and respected clubs in European football, Rangers F.C. 2018. Also partnership with famous english football clubs such as Middlesbrough FC, Charlton Athletic, Coventry City and Oldham Athletic

Sponsorships - HandballEdit

hummel sponsor the most popular and celebrated clubs in both men’s and women’s handball around the world with some of the biggest being: Vardar, The 2019 Champions League winners, Telekom Veszprém, the most successful male handball club in Hungary, Aalborg Handball Club, one amongst the leading clubs in Danish men’s handball, The BM Granollers, one of the oldest and most successful handball clubs in Spain, in terms of titles won. Also, hummel signed one of the biggest handball clubs in the world in 2019, when German side THW Kiel joined the hummel team.

Hummel is also an official sponsor of the International Handball Federation, IHF.

The following teams wear uniforms and apparel manufactured by hummel:

FootballEdit

Associations and LeaguesEdit

National teamsEdit

Club teamsEdit

AmericasEdit
AsiaEdit
EuropeEdit

Former teamsEdit

HandballEdit

National teamsEdit

Club teamsEdit

AfricaEdit
EuropeEdit

hummel FashionEdit

hummel HIVEEdit

hummel HIVE merge the past with the future, bringing the iconic styles from the brand into the new street wear era. It features sporty and minimalistic styles with great attention to detail and always with the iconic chevrons in play. An exciting new premium strand that sees it delve into 90 years’ worth of archive design, pulling the best vintage models for a contemporary audience.

hummel collaborationsEdit

Willy Chavarria x hummelEdit

New York menswear designer Willy Chavarria and Danish sports brand hummel have joined forces to create their first collaborative apparel concept. the collection was launched in New York city as part of the Willy Chavarria runway show at New York fashion week. The collection identifies soccer as a global game of unity that transcends race and class.

As a continuation of his FW18 season, the collection is branded with the numbers 5683 which are the numeric corresponding numbers for L-O-V-E on the American digital keypad. A story of global connectivity is found throughout the collections messaging.

hummel x HANON "Standing Only"Edit

hummel join forces with Scottish sneaker store HANON to launch the ‘Standing Only’ footwear and apparel pack inspired by terrace culture. ‘Standing Only’ pays homage to the part-time and lower league football clubs in Scotland, shining a light on grassroots football, which plays a huge part of the cultural fabric of the UK.

Kids StyleEdit

hummel has activewear, swimwear, outerwear for kids which are meant to be worn by active, fun-loving kids who love to explore and discover the world around them.

Marketing Innovations & AwardsEdit

Hummel, Business of the year, 2018, presented by DABGO

CLIO Sports Award (2018):


Gold- Sex change stunt of hummel

Silver- Pay for Peace

Bronze- Plantation campaign

ReferencesEdit

  1. ^ "Fleetwood Town sign deal with Hummel". Fleetwood Town F.C. April 20, 2018. Retrieved April 20, 2018.

1. https://hummel.net/explore?filter=Hummel-Hive 2. https://hummel.net/explore/2018/hummel-hive/hummel-x-hanon 3. https://hummel.net/explore/2018/products/92-pack 4. https://hummel.net/explore/2018/hummel-hive/willy-chavarria-x-hummel 5. https://hummel.net/explore/2018/hummel-hive/hummel-x-424 6. https://hummel.net/explore/2018/hummel-hive/hummel-x-mita 7. https://hummel.net/about-hummel 8. https://hummel.net/about-hummel/history 9. https://www.yahoo.com/lifestyle/introducing-first-soccer-jersey-hijab-154932950.html 10. https://www.premiumtimesng.com/sports/nigeria-sports-news/199925-worlds-first-hijab-jersey-unveiled-worlds-women-day.html 11. https://clios.com/sports/winner/innovation/hummel/the-sex-change-35628 12. https://clios.com/sports/winner/public-relations/hummel/the-great-grass-plantation-35558 13. https://clios.com/sports/winner/events-experiential/hummel/pay-with-peace-35613 14. https://www.highsnobiety.com/p/hummel-424-soccer-capsule/ 15. https://hypebeast.com/2018/7/willy-chavarria-hummel-spring-summer-2018-collaboration 16. https://stoy.com/en/stories/hummel-hive 17. http://publications.hummel.net/Dk/ss19-selling-in/hive/?page=2 18. http://www.hosc.eu/wp/?page_id=107