MORE THAN 90 YEARS OF HISTORY
FOUNDED IN 1923, HUMMEL HAS OVER 90 YEARS OF PROUD HISTORY. AS A TRUE HERITAGE SPORTS & LIFESTYLE BRAND, HERE ARE SOME OF THE HIGHLIGHTS OF THE BRAND THROUGHOUT THE AGES.
Albert Messmer develops one of the first football cleats in the world. With his brother Michael Ludwig Messmer, he founds the company Messmer & Co., that will go on to become known as hummel.
The visionary Bernhard Weckenbrock takes over the company. He creates a thorough brand identity and introduces the chevrons.
The first sponsorship deal is signed. The deal is with Duisburg, that plays in the 2nd German Bundesliga.
The first sportswear collection is launched. Sponsorships are signed and help sales. The bumblebee is created in a rounder version than the current.
hummel is introduced to the North European market.
hummel signs the Danish national team for the first time – a deal that lasts until 2004.
hummel signs a sponsorship deal with Real Madrid and the club’s biggest star, Emilio Butragueño. The deal makes hummel products even more popular.
It’s a surprising win, to say the least. The Danish national team takes the title in the European Championship after having played Germany in the final.
hummel gets a new owner – Thornico. This introduces Christian Stadil to the brand history. He launches a collection of reintroduced, original sport style into the fashion market and hummel becomes a trendsetting sports apparel brand.
hummel celebrates its 90th birthday with the re-introduction of a range of heritage styles.
After many years hummel once again sponsors a team in the German Bundesliga. The SC Freiburg plays a sensational first season after returning to the first league and qualifies for international competition.
The Danish women's national team won silver in the European Championship in Holland, playing a brave match against the host nation in the final. The performance is considered an absolute highlight of Danish women's football.
hummel entered into a sponsorship deal with the Scottish giants Rangers F.C. – the club with most league titles in the world. From hummel's perspective, this deal marks a renewed focus on football in the UK.
hummel became the official technical sponsor and clothing supplier for the International Handball Federation (IHF). The new partnerships were kicked off with the IHF World Men's Championship in Denmark and Germany in January 2019.
hummel entered sponsorships with both Everton F.C., Astralis Group and EHF all while the very first physical hummel KIDS store opens its doors in the center of Aarhus.
After 30 years apart, hummel returned as sponsor of Southampton FC. hummel also joined a celebration of inclusivity within sport as official partner at Copenhagen 2021 World Pride and EuroGames.
Dealing with several balls in the air, hummel opens a new flagship store in Aarhus and gathers for the first time ever all hummel-owned brands (hummel, HALO, Newline and Sometime Soon) under one roof. At the same time, the opening of the new fully automated warehouse in Padborg is celebrated, all the while hummel reaches a turnover milestone of 2B DKK.