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.
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 also marks the rekindling of hummels historic partnership with the Danish Football Association, continuing a legacy dating back to 1979.
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 milestone by reaching a turnover of 2B DKK.
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 expiring their designs firsthand.
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.
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.
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, storytelling-based, and below-the-line approach.
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 doubt is seen accompanied by the characteristic chevrons.
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.
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.
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.
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.
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.
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.
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.
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 market.
