Press
DENMARK'S EURO JERSEY 2024 PAYS HOMAGE TO 1535 LOCAL FOOTBALL CLUBS
The new jersey for the Danish men's national team at this summer's Euros in Germany pays homage to the vibrant culture of Danish football associations, featuring the names of all 1535 football clubs affiliated with Danish Football Association (DBU) printed on the jersey’s inside. Read more here.
HUMMEL UNVEILS SPECIALLY DESIGNED EQUALITY JERSEY IN COLLABORATION WITH SEVEN INTERNATIONAL FOOTBALL CLUBS
The Danish sportswear brand hummel proudly presents the launch of a new limited-edition Equality Jersey, created in partnership with seven international football clubs. This initiative serves as a celebration of the hummel’s century-long commitment to promoting equality and inclusivity in the world of sports. Read more.
CELEBRATING 100 YEARS: HUMMEL AND WARNER BROS. DISCOVERY GLOBAL CONSUMER PRODUCTS LAUNCH ONE-OF-A-KIND KIDS’ COLLECTION
Prepare to embark on a journey of imagination with the hummel kids x WB100 AW23 collection. This exceptional lineup brings beloved Looney Tunes characters to life in an exhilarating mashup that pays tribute to both brands’ centennial celebrations. Read more.
HERE'S THE STORY BEHIND THE 86’ JERSEY: DESIGNERS TRAVELLED 120 DAYS A YEAR AND CREATED ONE OF HISTORY'S MOST ICONIC FOOTBALL JERSEYS
37 years ago, Birgit Leitner and Anne-Mette Ernst designed Denmark's iconic national team jersey from the 1986 World Cup, considered by many to be one of the most beautiful football jerseys ever. For the first time ever, the two designers now tell the story behind the legendary jersey. Read more.
GIVE NEW LIFE TO YOUR OLD SPORTSWEAR: HUMMEL JOINS FIGHT AGAINST THROWAWAY CULTURE WITH NEW RECYCLING UNIVERSE
As one of the first sportswear brands in the world, hummel has launched a new recycling program that allows customers to give their old hummel items a new lease of life and contribute to the idea of circular shopping. Read more.
HUMMEL SIGNS NEW PARTNERSHIP WITH WERDER BREMEN
The Danish sportswear brand hummel has signed a new partnership with the Bundesliga side SV Werder Bremen, which will see the Green-Whites wear the iconic hummel chevrons for the next six years. The agreement will be effective from the summer of 2023. Read more.
100TH ANNIVERSARY: HUMMEL BRINGS BACK THE ICONIC DENMARK ‘86 JERSEY TOGETHER WITH THEIR BIGGEST CLUBS
The Danish sports brand hummel commemorates its 100th anniversary by collaborating with nine renowned football clubs to revive one of the most iconic football jersey designs in history. One of these clubs are Southampton, who today announced that they will wear the legendary Denmark national team jersey design from 1986 as part of the celebration. Read more.
DANISH DYNAMITE: THE NATIONAL TEAM PLAYS QUALIFYING MATCH IN THE HISTORIC 86 JERSEY TO CELEBRATE HUMMEL’S 100TH ANNIVERSARY
The Danish sports brand hummel turns 100 and marks their anniversary together with DBU by relaunching the iconic away jerseys from the 1986 World Cup. This is the first time the away jersey has been reprinted, and as a celebration of hummel, the national team will wear the jersey for the European Championship qualifier against Northern Ireland on June 16th in Parken. Read more.
POPULAR ART FORM INSPIRES THE DESIGN OF THE NEW WORLD CUP JERSEY FOR DENMARK'S WOMEN'S NATIONAL TEAM
The Danish sportswear brand hummel and DBU have unveiled the new World Cup jersey for the women’s national team, which draws inspiration from pop art and celebrates the Danish women as superheroes. The players will debut the jersey in Friday's friendly against Sweden. Read more.
HUMMEL DELIVERS NEW TURNOVER RECORD: GROWTH INVESTMENT AND ONE-TIME COSTS RESULT IN DEFICIT
hummel will come out of 2022 with a record turnover of 2.218 billion DKK, while an investment in a new distribution center and major one-time costs result in a deficit of 89.5M DKK. The sports brand is now aiming for a turnover of 4 billion DKK and an operating profit of 300M DKK by the end of 2028. Read more.
HUMMEL SIGNS NEW PARTNERSHIP WITH DAVID BECKHAM'S ESPORTS TEAM
The Danish sportswear brand hummel has unveiled a groundbreaking three-year collaboration with Guild Esports, a prominent esports entity co-owned by the globally acclaimed David Beckham. The agreement comes into force with immediate effect and has been formulated in collaboration with hummel's British licensing partner SportsPro. Read more.
THE NEW DANISH NATIONAL TEAM JERSEY CELEBRATES THE GREATEST SPORTING MOMENT IN DBU'S AND HUMMEL'S SHARED HISTORY
The Danish sportswear brand hummel hits the 100 years mark and celebrates this together with DBU by launching a new national team jersey. The jersey is inspired by the sensational victory at the European Championship in 1992, which marks the biggest sporting result in both hummel's and DBU's history. Read more.
HUMMEL STRENGTHENS COMMITMENT TO WORKER SAFETY IN PAKISTAN
hummel joins forces with leading fashion brands to ensure worker safety in Pakistan by joining the new, expanded ‘International Accord for Health and Safety in the Textile Industry’. Read more.
HUMMEL TURNS 100 YEARS: "WE WANT TO BE AMONG THE TOP 10 SPORTS BRANDS IN THE WORLD"
The Danish sportswear brand has challenged design norms and actively participated in the fight for human rights and everyone's right to participate in sports since its establishment in 1923. The goal for the next 100 years is to challenge the world's largest sports brands. Read more.
SCIENCE BASED TARGETS INITIATIVE VALIDATES HUMMEL’S CLIMATE TARGETS
Today, the Danish sportswear brand hummel announces that the company’s climate targets have been validated by the Science Based Initiative (SBTi) – confirming its commitment to reducing its environmental footprint. Read more.
DENMARK’S NEW WORLD CUP JERSEY HONOURS THE ’92 TRIUMPH AND CELEBRATES TODAY’S STARS OF THE DANISH NATIONAL TEAM
Denmark’s new national team jersey for the upcoming World Cup is designed with inspiration from the iconic ’92 jersey and marks the 30th anniversary of the European title. At the same time, the jersey is a tribute to today’s stars of the Danish national team. Read more.
DANISH SPORTSWEAR BRAND HUMMEL AND AMNESTY INTERNATIONAL DENMARK REVEAL NEW PARTNERSHIP
The Danish sportswear brand hummel has signed a new two-year partnership with Amnesty International Denmark to raise awareness of human rights. The agreement begins with immediate effect and will see the two brands stand united in different projects with the overall goal of raising money to the renowned NGO’s work for a better world. Read more.
HUMMEL SIGNS FIVE-YEAR PARTNERSHIP WITH REAL BETIS
After more than 30 years, the Danish sportswear brand hummel is returning as the kit supplier of Spanish football club Real Betis. The new partnership will see hummel become technical sponsor of the Green and White institution for the next five years. Read more.
HUMMEL SIGNS FIVE-YEAR AGREEMENT WITH AS SAINT-ETIENNE
The Danish sportswear brand hummel has signed a new multi-season partnership with AS Saint-Étienne and its sports marketing agency SPORTFIVE with hummel becoming the official kit supplier of ASSE. Read more.
HUMMEL DELIVERS RECORD RESULT WITH MULTI-MILLION PROFIT
After a year with red numbers on the bottom line, hummel achieves a profit of 115M DKK and thus delivers the best result in the brand’s almost 100-year history. At the same time, revenue increases by 38 percent, and the Danish sportswear brand is now approaching a revenue milestone of 2 billion DKK. Read more.
HUMMEL AND ASTRALIS EXTEND AND EXPAND STRATEGIC PARTNERSHIP
With 18 months left of the original agreement, the two Danish brands hummel and Astralis have now announced a two-year extension and a significant expansion of the partnership. Read more.
HUMMEL AND BLS HAFNIA CELEBRATE THE NEW GENERATION
The Danish fashion brand BLS Hafnia has in collaboration with hummel designed a new Danish national team shirt. The shirt pays tribute to the new generation and will be part of a larger lifestyle collection from hummel, BLS Hafnia and DBU. Read more.
HUMMEL SIGNS WORLD CUP WINNER LUKAS PODOLSKI
Starting 1st of January 2022, the German football legend Lukas Podolski will be joining the sportwear brand hummel as its new global football and brand ambassador. The 36-year-old World Cup winner has signed a five-year deal with the bumblebees. Read more.
HUMMEL ACQUIRES DANISH KIDS BRAND
From the 1st of January 2022, Danish sportswear brand hummel will acquire the kids fashion brand Sometime Soon, which within just a few years has established itself as an important player on the international kids fashion scene. Read more.
HUMMEL SIGNS FIVE-YEAR KIT DEAL WITH FC KÖLN
The multi-year agreement will see hummel manufacture and supply FC Köln with bespoke playing, training and travel wear ahead of the 2022/23 season. Read more.
HUMMEL SIGNS FIVE-YEAR KIT DEAL WITH SOUTHHAMPTON FOOTBALL CLUB
hummel is delighted to announce a partnership with Southampton Football Club. Starting on 1st July 2021, the five-year partnership will see hummel combine its renowned product innovation and passion for doing things differently to help the club progress on and off the pitch. Read more.
HUMMEL & NORWEGIAN HANDBALL FEDERATION SIGN MILESTONE AGREEMENT
Starting July 1st 2020 until December 31st 2026, hummel will be the official partner and technical supplier to the Norwegian Handball Federation (NHF) in an agreement including all official on and off court sports apparel and accessories as well as medical equipment and resin. Read more.
EVERTON AGREES CLUB RECORD DEAL WITH HUMMEL
Everton Football Club has agreed a Club-record technical partnership with iconic sportswear brand hummel. Read more.
ASTRALIS GROUP AND HUMMEL ENTER HISTORIC AGREEMENT
hummel and Astralis Group, who owns and operates the three globally leading brands, Origen in League of Legends, Future FC in FIFA, and the Counter-Strike team Astralis, today announced a comprehensive, new sponsorship agreement, which ultimately will include all three teams. Read more.
HUMMEL ACQUIRES NEWLINE AND HALO
As of January 2020, hummel has acquired the activities of Performance Group Scandinavia A/S including the two established brands Newline and HALO. Read more.
HUMMEL ANNOUNCED AS MOST SUSTAINABLE CLOTHING BRAND IN DENMARK
During these troubled times, we are both happy and proud to announce that hummel has been named category winner in the SUSTAINABLE BRAND INDEX 2020. Read more.
HUMMEL RETHINKS PLAYER OF THE MATCH AWARD
hummel and the IHF replace the traditional ‘Player of the Match’ trophy and instead give the player a direct opportunity to pass on talent and passion for handball to the next generation by donating hummel handball equipment for less fortunate children. Read more.
hummel x Niklas Landin
When one of the world's best handball goalkeepers, Niklas Landin Jacobsen, sets up for the upcoming season, he gets dressed in hummel from head to toe. Read more.
FIGHTS THAT MATTER
hummel boosts its commitment to changing the world through sport, pledging to donate 1% of its online turnover to FIGHTS THAT MATTER. Read more.
HUMMEL CANCELS AFF SPONSORSHIP
hummel cancels sponsorship and calls for the immediate resignation of the president of the Afghan Football Federation. Read more.
