Hummel expanded its strategic partnership with St. Pauli, the football club from Hamburg, on July 1. From the football season 2014/15, Hummel will be sponsoring St. Pauli's official jerseys. The launch of the new jerseys was held on June 20 in the St. Pauli stadium in Hamburg. Hummel previously sponsored St. Pauli's leisurewear. A limited version of co-branded lifestyle shoes is available from this July at selected retailers and at Hummel stores in Germany. Hummel will also be the official sponsor of Füchse Berlin, the handball club, for the next season. The jerseys were launched on July 11.
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