hummel

𝐡𝐮𝐦𝐦𝐞𝐥 𝐱 𝐍𝐨𝐫𝐭𝐡𝐞𝐫𝐧 𝐒𝐮𝐩𝐞𝐫 𝐋𝐞𝐚𝐠𝐮𝐞 ⚽🤝 We’re proud to announce our new partnership as the official kit provider for the Northern Super League, Canada’s first professional women’s soccer league. Starting January 2025, we’ll deliver custom-designed playing kits and training gear for all six clubs in the league, marking a significant milestone for hummel. “This partnership not only represents hummel's first sponsorship of a professional women’s league but also a major step in our journey to expand in the North American market,” shares Lars Bugge Stentebjerg, hummel’s CEO. He adds: “This region is a strategic focus area for our growth, and our partnership with NSL reflects our commitment to advancing women’s sports while staying true to our mission of changing the world through sport.” We look forward to helping the Northern Super League grow and can’t wait to see our iconic chevrons on the pitch. Let’s Play! #hummel #letsplay #changetheworldthroughsport

The world’s biggest island ✅ 80 percent covered in ice ✅ A brand-new national team jersey ✅   We’re thrilled to unveil the new Greenland national team jersey – a tribute to a unique football community that defies distances and unites a nation, from remote villages to the vast ice cap.   This special jersey celebrates Greenland’s unique spirit, blending football, tradition, and resilience in a design that’s as extraordinary as the country itself. Created under extreme conditions and shot in temperatures as low as -30°C, this jersey launch is undoubtedly for the books. Let’s Play, Greenland! ⚽🇬🇱 #hummel #letsplay #changetheworldthroughsport

𝐅𝐎𝐔𝐑 𝐌𝐎𝐑𝐄 𝐘𝐄𝐀𝐑𝐒! 🤾🤝 After four remarkable years together, we are proud to announce that we have extended our partnership with the European Handball Federation (EHF) for another four years. This means our collaboration will now continue until the end of 2028. “This extension reinforces our status as a leading supplier in handball—a sport that is deeply embedded in our DNA and heritage. The EHF EURO tournaments provide a fantastic platform to showcase our brand and connect with handball fans across Europe. We look forward to continuing this collaboration and exploring new opportunities together in the years to come,” says hummel’s CEO, Lars Bugge Stentebjerg. Read more about the extended partnership here: https://bit.ly/3Bhi9VM #hummel #letsplay #changetheworldthroughsport

𝘊𝘖𝘕𝘕𝘌𝘊𝘛𝘐𝘕𝘎 𝘛𝘏𝘙𝘖𝘜𝘎𝘏 𝘍𝘖𝘖𝘛𝘉𝘈𝘓𝘓 𝘈𝘕𝘋 𝘍𝘈𝘚𝘏𝘐𝘖𝘕! ⚽💯 Last week, we had the pleasure of welcoming the most influential voices within football fashion at our Aarhus headquarters for an exclusive Community Event. Joined by media representatives from outlets such as COPA90, MUNDIAL, 90min, VERSUS and FourFourTwo we explored the rich heritage of hummel and our future impact on the sports and lifestyle scene. Day two took us to Copenhagen, where we gathered with Danish key accounts, international HALO agents and our good friends from Christiania Sports Club at the iconic Freetown Christiania. This remarkable setting served as an inspiring backdrop for talks by our CEO Lars Bugge Stentebjerg, owner Christian Stadil, and Sunderland AFC’s CBO David Bruce. The thought-provoking discussions, along with an insightful tour of Christiania, perfectly highlighted our dedication to inclusivity, passion for sport, and our distinctive approach to always doing things a little differently. The event ended with an electrifying experience at Parken Stadium where Denmark showcased the limited edition HALO x hummel x DBU national team jersey in a Nations League match against Spain. A heartfelt thank you to all our guests and team members who made this event a success. We look forward to expanding these collaborations and reinforcing our position as a key voice within football and fashion. Let’s Play!🚀 #hummel #letsplay #changetheworldthroughsport

Record-Breaking Success for 1. FC Köln 🔴⚪ Even though 1. FC Köln dropped out of the top tier of German football this summer, the club’s incredible fans have once again proven their unwavering loyalty. Together with the club, we’re thrilled to announce that the 2024/25 away jersey has now set an all-time sales record, becoming the best-selling away kit in the club’s history, with sales up by 54 percent compared to the same period last year. We’re immensely proud to be part of this journey and look forward to creating many more unforgettable moments with 1. FC Köln in the years to come. Let’s Play! 🚀 #hummel #letsplay #changetheworldthroughsport

𝗪𝗲 𝗮𝗿𝗲 𝘁𝗵𝗿𝗶𝗹𝗹𝗲𝗱 𝘁𝗼 𝘄𝗲𝗹𝗰𝗼𝗺𝗲 𝗝𝗲𝘀𝗽𝗲𝗿 𝗞𝗼𝗽𝗽 𝗮𝘀 𝘁𝗵𝗲 𝗻𝗲𝘄 𝗖𝗵𝗶𝗲𝗳 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗢𝗳𝗳𝗶𝗰𝗲𝗿 𝗮𝘁 𝗵𝘂𝗺𝗺𝗲𝗹! Effective November 6, Jesper Kopp joins our Executive Leadership Team, reporting directly to CEO Lars Stentebjerg. In his new role, Jesper will lead hummel’s Category & Sourcing Teams, guiding the strategic direction of Sourcing and Product Development in hummel thereby shaping the future across all of our product categories. With an impressive background spanning senior product and merchandising leadership roles, Jesper brings over two decades of experience from industry leaders including Nike, where he served in multiple regional and European roles, and most recently Sports Group Denmark. In addition to Jesper’s professional capabilities within product and sourcing, he also comes with solid leadership experience having led teams both globally and across functions. Lars Stentebjerg, hummel CEO, shares his excitement: "Jesper’s extensive knowledge of the sports and lifestyle sectors, paired with his leadership skills and experience, makes him the perfect fit for hummel as we continue to elevate and innovate our product offering. His dedication to product excellence and leadership aligns seamlessly with hummel’s values, and we’re excited to see the impact he will make." Jesper also shares his thoughts on joining hummel: "It is an honor to join a brand with such a strong heritage and inspiring vision. I look forward to working closely with our talented teams to build on hummel’s incredible momentum and deliver product experiences that resonate with customers around the world. Together, we’ll continue drive innovation for all hummel categories." Welcome to the team, Jesper! We look forward to an exciting journey ahead. 🌍🔥 #hummel #letsplay #changetheworldthroughsport

Meet Laurits Faaborg, a Junior Designer in hummel’s Footwear department, who has seamlessly integrated AI into his creative workflow. "I started using AI just over a year ago, and it's quickly becoming an important part of my toolkit. AI is especially useful during the ideation phase and when I need to focus on specific elements of the shoes," Laurits shares. For Laurits, AI is a valuable collaborator that would be a missed opportunity not to utilize. "You have to see AI as something that can’t stand alone but as a tool to optimize your workflow," he shares. By leveraging AI in his design process, Laurits has more time to focus on the parts of his work he's most passionate about—the creative elements. Although AI still has its limitations, Laurits is confident that it will soon become essential in many areas. "AI is still in its early stages and has its imperfections, but new tools are constantly being developed that can benefit a lot of departments," he reflects. Laurits has already showcased his work with AI at a company-wide Town Hall meeting, encouraging his colleagues to explore AI tools that could enhance their own roles. "My best advice is to play around with it. AI can be fun and educational, and you'll discover that it probably can help you optimize your workday and make it more manageable." #hummel #letsplay #changetheworldthroughsport

🚀 Kick-off on a Case Collaboration with Jesper Buchs Iværksætterakademi   Tuesday, we had the pleasure of welcoming talented students from Jesper Buch’s Entrepreneurship Academy to hummel! We’ve embarked on an inspiring journey together, where students will tackle two real-world cases – one for hummel and another for HALO 💡 Over the next month, they’ll be exploring, innovating, and developing unique solutions that they’ll pitch to us. We can’t wait to hear their winning ideas and see their vision for the future of our brands! #hummel #HALO #entrepreneurship #futureideas #letsplay #changetheworldthroughsport

𝗵𝘂𝗺𝗺𝗲𝗹 🤝 𝐒𝐂 𝐏𝐚𝐝𝐞𝐫𝐛𝐨𝐫𝐧 𝟎𝟕 Beginning July 1, 2025, we’re excited to announce a new five-year partnership with SC Paderborn 07 GmbH & Co. KGaA from the German 2. Bundesliga. This partnership represents a major step in our commitment to supporting football in Germany and aligns with our ambition to become a leading team sports brand across Europe. SC Paderborn is known in the region for its tradition, unity, continuity, and loyalty — values we deeply admire. Together, we look forward to enhancing the club’s presence and strengthening our brand’s visibility. We’re proud to welcome SC Paderborn to the hummel family and can’t wait for a successful future together. Let’s Play! 🖤💙 #hummel #SCPaderborn #letsplay #changetheworldthroughsport