Hummel news and archive

Hummel becomes clothing partner of Canadian Premier League

Hummel and the Canadian Premier League (CPL) have entered into a long-term partnership. The Danish sportswear brand will become the official clothing partner of the Canadian professional football league from next year, the parties announced on Thursday via Instagram. This means that Hummel will design custom kits for each club; produce official...

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Business

Hummel to manage BeNeLux market directly again

After a 30-year partnership with Dutch licensee Deventrade, Hummel is taking back direct responsibility for Belgium, the Netherlands and Luxembourg (BeNeLux). The Danish sportswear brand of German origin has established the subsidiary Hummel BeNeLux to manage all business activities in the region from January 1, 2026, Hummel announced on...

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Business

Significant revenue increase: Hummel returns to profit in 2024

Danish sportswear supplier Hummel A/S saw a significant increase in its revenue in the 2024 financial year and returned to profitability. This was revealed in the latest figures published by the company last year, December 30, 2024. Accordingly, revenue reached 326 million euros in the past financial year. This represented a nine percent...

Fashion |In Pictures

Rotate partners with Hummel to design Danish women's football kit

Copenhagen fashion brand Rotate has joined forces with Danish sport and lifestyle brand Hummel to design a new kit for the Danish national women’s football team. The new kit features a retro-style football jersey and short combination, envisioned in a vibrant red, white and black chevron pattern, paying homage to the traditional red and white...

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Business|Interview

Inside Hummel: Insights into the sports brand’s offensive strategy

Hummel aims to move out of the red. The Danish sportswear company – originally from Germany – has adjusted its structure to go on the offensive. While the group isn't a major player like Adidas, Nike and the like, it still plays in a higher league than local team sports specialists, explains CEO Lars Stentebjerg. That's why Hummel also wants to...

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Fashion

Hummel and Astrid Andersen announce sustainable collaboration

Sportswear brand Hummel and contemporary designer Astrid Andersen have announced their collaboration for an AW20 collection. The collaboration sees them re-purpose their archives of unused stock to create new pieces, advocating a future of more conscious consumption. The collection consists of about fifteen styles and uses team jerseys from...

Retail

Danish sportswear band Hummel to open stores in India

Hummel is planning to open stores in India. The Danish sportswear brand sees India as a high priority market. In future, Hummel plans to source 100 per cent of its garments in India and is working towards this. The brand is also looking for offline retail partners in India to open brick and mortar flagship stores in the country. The initial...