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hummel history hummel history
The History of hummel
1923 - present
The story of hummel is a story of the bumblebee. And we all know that one: The bumblebee who defies gravity and flies. Even though this goes against both logic and nature. Yes. It’s the story of dreamers and doers coming together to reach for the impossible - and make it happen.
We started flying back in 1923 and have since conquered the sports markets and become an international brand. The bumblebee may seem small, but we have a mean punch – way above our weight.
WE ARE THE BUMBLEBEE.
AND WE ARE STILL FLYING.
1923 - present
The story of hummel is a story of the bumblebee. And we all know that one: The bumblebee who defies gravity and flies. Even though this goes against both logic and nature. Yes. It’s the story of dreamers and doers coming together to reach for the impossible - and make it happen.
We started flying back in 1923 and have since conquered the sports markets and become an international brand. The bumblebee may seem small, but we have a mean punch – way above our weight.
WE ARE THE BUMBLEBEE.
AND WE ARE STILL FLYING.
2024: THE WORLD’S MOST BEAUTIFUL EURO CUP PLAYER JERSEY
2024 marked the year of a record-breaking 75 year Werder Bremen anniversary, great new partnerships such as Celta Vigo, the return of a lost, but treasured teammate after 30 years apart (‘oi Sunderland!). To top it all off, The New York Times coining the hummel EURO HOME JERSEY 2024 as the utmost beauty of them all.
Simultaneously soaking up all things American, hummel expanded its partnerships all across the north and Canada in pure excitement for the upcoming 2026 world cup. The year wrapped up on a high note with an unexpected yet unity-driven collaboration between fashion-first mover and outdoor brand HALO and DBU alongside the launch of a freezing cold Greenland Home jersey – sold out within two days proving that Greenland might just be heating up after all.
2024: THE WORLD’S MOST BEAUTIFUL EURO CUP PLAYER JERSEY
2024 marked the year of a record-breaking 75 year Werder Bremen anniversary, great new partnerships such as Celta Vigo, the return of a lost, but treasured teammate after 30 years apart (‘oi Sunderland!). To top it all off, The New York Times coining the hummel EURO HOME JERSEY 2024 as the utmost beauty of them all.
Simultaneously soaking up all things American, hummel expanded its partnerships all across the north and Canada in pure excitement for the upcoming 2026 world cup. The year wrapped up on a high note with an unexpected yet unity-driven collaboration between fashion-first mover and outdoor brand HALO and DBU alongside the launch of a freezing cold Greenland Home jersey – sold out within two days proving that Greenland might just be heating up after all.
2023: 100 Years in sport
In 2023, hummel hits a century, and makes it not just about history - but about rewriting the future of sports. The centennial theme, 'History is What We Do Now,' resurrects iconic designs with the legendary Denmark '86 World Cup jersey leading the way. At Designmuseum Denmark, the 'LET’S PLAY' exhibition delves into hummel’s design evolution over the last decades. Finally, this milestone year als...
2023: 100 Years in sport
In 2023, hummel hits a century, and makes it not just about history - but about rewriting the future of sports. The centennial theme, 'History is What We Do Now,' resurrects iconic designs with the legendary Denmark '86 World Cup jersey leading the way. At Designmuseum Denmark, the 'LET’S PLAY' exhibition delves into hummel’s design evolution over the last decades. Finally, this milestone year als...
2022: IN THE FAST LANE
The growth of hummel shows no signs of slowing down as the company pursue various initiatives. This includes the opening of a new flagship store in Aarhus, bringing together all hummel-owned brands (hummel, HALO, Newline, and Sometime Soon) under one roof for the first time.
As the company celebrates the opening of the new fully automated warehouse in Padborg, hummel also achieves a significant mi...
2022: IN THE FAST LANE
The growth of hummel shows no signs of slowing down as the company pursue various initiatives. This includes the opening of a new flagship store in Aarhus, bringing together all hummel-owned brands (hummel, HALO, Newline, and Sometime Soon) under one roof for the first time.
As the company celebrates the opening of the new fully automated warehouse in Padborg, hummel also achieves a significant mi...
2020: RISING TO THE CHALLENGE
In the face of a world ravaged by the coronavirus pandemic, hummel continues to fight its way onto the field of play. Hummel enters sponsorship agreements with both Everton F.C, Astralis Group, and the European Handball Federation. At the same time, hummel opens its very first physical KIDS store in the heart of Aarhus providing their customers with the opportunity of experiencing their designs fi...
2020: RISING TO THE CHALLENGE
In the face of a world ravaged by the coronavirus pandemic, hummel continues to fight its way onto the field of play. Hummel enters sponsorship agreements with both Everton F.C, Astralis Group, and the European Handball Federation. At the same time, hummel opens its very first physical KIDS store in the heart of Aarhus providing their customers with the opportunity of experiencing their designs fi...
2016: SCORING BIG
Big things are happening for hummel. After several years, hummel once again becomes sponsor for a team in the German Bundesliga, as SC Freiburg fought their way back and had a phenomenal first season. Besides this, hummel is also making further progress in Denmark and returns as sponsors for the Danish national football team.
2016: SCORING BIG
Big things are happening for hummel. After several years, hummel once again becomes sponsor for a team in the German Bundesliga, as SC Freiburg fought their way back and had a phenomenal first season. Besides this, hummel is also making further progress in Denmark and returns as sponsors for the Danish national football team.
2013: CALLS FOR A CELEBRATION
hummel celebrates its 90th anniversary by commemorating its rich heritage in the world of sport. To celebrate this significant milestone, the brand has reintroduced several classic styles from its archives, playing homage to its roots. The relaunch of these styles is a testament to the brand’s continued relevance of its sports-inspired aesthetics in contemporary fashion.
2013: CALLS FOR A CELEBRATION
hummel celebrates its 90th anniversary by commemorating its rich heritage in the world of sport. To celebrate this significant milestone, the brand has reintroduced several classic styles from its archives, playing homage to its roots. The relaunch of these styles is a testament to the brand’s continued relevance of its sports-inspired aesthetics in contemporary fashion.
2006: YOU GET, WHAT YOU GIVE
The first Company Karma projects are initiated. A commitment for hummel to doing business while doing good based on the karma mentality: “you get, what you give”. Revenue continues to grow and hummel conquers the sports business to become an international brand known for its colourful and sporty collections, numerous karma projects and alternative and bold marketing approach. A disruptive, storyte...
2006: YOU GET, WHAT YOU GIVE
The first Company Karma projects are initiated. A commitment for hummel to doing business while doing good based on the karma mentality: “you get, what you give”. Revenue continues to grow and hummel conquers the sports business to become an international brand known for its colourful and sporty collections, numerous karma projects and alternative and bold marketing approach. A disruptive, storyte...
1999: THE MERGE OF SPORT AND FASHIO...
In 1999, the destiny of the brand changes yet again, as our current owner, Christian Stadil, makes his entrance at hummel. He launches and reintroduces original sport styles and names the business area “Sport Fashion.” It has a striking effect on the brand’s image, and hummel is established as a trendsetting sports apparel brand. Icons like Jennifer Lopez, Pink, Robbie Williams, Bon Jovi, and No d...
1999: THE MERGE OF SPORT AND FASHIO...
In 1999, the destiny of the brand changes yet again, as our current owner, Christian Stadil, makes his entrance at hummel. He launches and reintroduces original sport styles and names the business area “Sport Fashion.” It has a striking effect on the brand’s image, and hummel is established as a trendsetting sports apparel brand. Icons like Jennifer Lopez, Pink, Robbie Williams, Bon Jovi, and No d...
1992: AGAINST ALL ODDS
Even though football clubs are flocking around the brand, the most successful impact comes from The Danish Football team. It culminates in 1992 when the dream of every Danish football fan comes alive as the small country – against all odds - wins the European Championship, making the red and white football jersey a must-have.
But even though hummel could celebrate the European Championship, the company was struggling. They had expanded too wide too fast.
1992: AGAINST ALL ODDS
Even though football clubs are flocking around the brand, the most successful impact comes from The Danish Football team. It culminates in 1992 when the dream of every Danish football fan comes alive as the small country – against all odds - wins the European Championship, making the red and white football jersey a must-have.
But even though hummel could celebrate the European Championship, the company was struggling. They had expanded too wide too fast.
1984: IN DANISH HANDS
In the early 80s, the brand becomes Danish-owned by Jørgen Vodsgaard and Max Nielsen - with the football players Frank Arnesen, Allan Simonsen and Henning Jensen as part owners.
The flourishing company is now sponsoring some of the biggest clubs in the world such as Real Madrid, Verona, Werder Bremen, Aston Villa, and Tottenham Hotspur.
1984: IN DANISH HANDS
In the early 80s, the brand becomes Danish-owned by Jørgen Vodsgaard and Max Nielsen - with the football players Frank Arnesen, Allan Simonsen and Henning Jensen as part owners.
The flourishing company is now sponsoring some of the biggest clubs in the world such as Real Madrid, Verona, Werder Bremen, Aston Villa, and Tottenham Hotspur.
1974: THE BEE SPREAD ITS WINGS
The iconic bumblebee shortly follows and becomes a symbol of the hummel spirit. If you can dream it, you can do it. The story of dreamers and doers coming together to reach for the impossible, like the bumblebee defies gravity and flies.
1974: THE BEE SPREAD ITS WINGS
The iconic bumblebee shortly follows and becomes a symbol of the hummel spirit. If you can dream it, you can do it. The story of dreamers and doers coming together to reach for the impossible, like the bumblebee defies gravity and flies.
1970: ENTERING A GOLDEN AGE
hummel makes its way into the Northern European market in the 1970s. A couple of years later, a sponsorship deal with the Danish national football team marks the beginning of a golden age for hummel.
1970: ENTERING A GOLDEN AGE
hummel makes its way into the Northern European market in the 1970s. A couple of years later, a sponsorship deal with the Danish national football team marks the beginning of a golden age for hummel.
1969: MORE THAN JUST A FOOTBALL SHO...
The identity of hummel is in place and the young entrepreneur, Bernhard Weckenbrock, gets ready to play in the big leagues. Through tenacity, pioneering sponsorships and creative happenings, Weckenbrock manage to come out on top of the battle of the German sports brands and establishes hummel in the sports industry. Now, with an extended assortment of clothing as well.
1969: MORE THAN JUST A FOOTBALL SHO...
The identity of hummel is in place and the young entrepreneur, Bernhard Weckenbrock, gets ready to play in the big leagues. Through tenacity, pioneering sponsorships and creative happenings, Weckenbrock manage to come out on top of the battle of the German sports brands and establishes hummel in the sports industry. Now, with an extended assortment of clothing as well.
1964: THE CHEVRONS SEE THE LIGHT OF...
Based on Weckenbrocks modern brand philosophy, the foundation of the hummel brand is formed as the characteristic chevrons emerge. Two V-shaped lines symbolizing team spirit, progression, and the drive to win.
1964: THE CHEVRONS SEE THE LIGHT OF...
Based on Weckenbrocks modern brand philosophy, the foundation of the hummel brand is formed as the characteristic chevrons emerge. Two V-shaped lines symbolizing team spirit, progression, and the drive to win.
1961: THE PRODUCT BECOMES A BRAND
One day in the early 1960s, a young visionary man comes along. Bernhard Weckenbrock acquires the company and modernizes it completely.
To be competitive, Weckenbrock understands the product needs to become a brand. It needs a personality that athletes can identify with: something that will make them feel part of the team and proud to wear hummel.
1961: THE PRODUCT BECOMES A BRAND
One day in the early 1960s, a young visionary man comes along. Bernhard Weckenbrock acquires the company and modernizes it completely.
To be competitive, Weckenbrock understands the product needs to become a brand. It needs a personality that athletes can identify with: something that will make them feel part of the team and proud to wear hummel.
1923: GERMAN ROOTS
In 1923, a young entrepreneur by the name of Max Albrecht Ludwig Messmer and his father, Michael Messmer, establish the company “Messmer & Co” in Hamburg. They brought a football shoe on the market under the “HUMMEL” name, and so the journey of hummel begins. hummel survives three turbulent decades with new owners and names, futtering economy, the bombing during WW2, and growing competition in the...
1923: GERMAN ROOTS
In 1923, a young entrepreneur by the name of Max Albrecht Ludwig Messmer and his father, Michael Messmer, establish the company “Messmer & Co” in Hamburg. They brought a football shoe on the market under the “HUMMEL” name, and so the journey of hummel begins. hummel survives three turbulent decades with new owners and names, futtering economy, the bombing during WW2, and growing competition in the...