All Hummel articles
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News briefsSunderland AFC and Hummel reunite in new partnership
Sunderland AFC and the Danish sportswear brand Hummel have officially announced a new multi-year partnership, marking a comeback of an alliance first established in 1988. Commencing in July 2024, Hummel will take on the role of the club’s new kit partner. This agreement, set to run for an initial five-year ...
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ArticleCarolina Core: First MLS Next Pro club not to sign with Adidas
Carolina Core is the first football club in the US Major Soccer League (MLS) Next Pro not to be kitted out by Adidas. Adidas was, to this date, the sole supplier for all clubs due to an agreement with the MLS. Now, almost 30 years after the MLS was founded ...
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ArticleHummel sets five-year targets, new DC costs impact FY22 profitability
After achieving a record turnover in 2022 of 2.218 billion Danish kroner (€297.8m), a 20 percent year-over-year increase in local currency from DKK 1.858 billion in 2021, Hummel has established its growth target for 2028. The Danish group is aiming to reach DKK 4 billion (€537m) and a minimum annual ...
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News briefsHummel launches re.hummel recycling program
Danish sportswear brand Hummel has launched a new recycling program to help customers handle their old sportswear while promoting a circular economy. Named re.hummel, the program is part of the brand’s new loyalty program. Customers can return used Hummel items in exchange for loyalty points, regardless of the item’s condition ...
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Article10 years since the Rana Plaza tragedy: Has anything changed?
The apparel industry in Bangladesh employs 4 million garment workers. 10 years on from the Rana Plaza disaster, have conditions improved?
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News briefsHummel has its climate targets validated by SBTi
The Danish sportswear brand Hummel has announced that its climate targets have been validated by the Science Based Initiative (SBTi), which has verified Hummel’s targets to reduce absolute scope 1 and scope 2 greenhouse gas emissions by 60 percent by 2031 from a 2021 base year. Additionally, Hummel has committed ...
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ArticleDecathlon goods return to Russia
Russian marketplace CDEK.Shopping has started selling Decathlon merchandise in Russia, the company said on March 10. Currently, nearly 50,000 items, or 80 percent of Decathlon’s total assortment, are available to Russian customers. The offer includes items under the Decathlon and Quechua brand names as well as Regatta, Hummel, Caperlan, Domyos, ...
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News briefsHummel takes new steps to protect textile workers in Pakistan
Danish sportswear brand Hummel has taken a step forward in its commitment to worker safety by signing the Pakistan Accord. The initiative, which is part of the expanded International Accord for Health and Safety in the Textile Industry, of which Hummel is already a member, aims to ensure a safe ...
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ArticleWorld Cup 2022: FIFA expects $6.4bn record revenues
During the month-long 2022 World Cup, the eight kit sponsors want the game to take center stage. FIFA’s decisions could derail that plan.
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Infographics & DataFIFA World Cup 2022’s kit sponsors
These exclusive chart links the sportwear sponsors with their kits by national team for this year’s World Cup, in Qatar.
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C-Suite InterviewHummel’s hybrid recipe with a wholesale bias drives sustainable success
Hummel has reached 2B DKK revenue. We sat down with their CEO Allan Vad Nielsen to talk about the success strategy.
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News briefsLaureus 2022 Sport for Good Index released
Laureus, the global organization that celebrates sporting excellence and the power of sport to transform the lives of children and young people, has unveiled the second edition of the Laureus Sport for Good Index. The Index, developed in partnership with sports media and events company SportsPro, highlights the brands that ...
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News briefsSport 2000: first annual meeting of Absolute Teamsport retailers
In late September, all 21 partners currently running a Sport 2000 Absolute Teamsport concept store gathered for the first time for an interchange of experience. The meeting of retailers from six countries took place in Antwerp, Belgium, and was supported by the main partner brands for the retail concept, Nike, ...
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News briefsHummel unveils “toned down” Denmark kits for Qatar World Cup
Source: LinkedIn Danish jerseys by Hummel for Qatar 2022 Hummel has unveiled Denmark’s official kits for the 2022 FIFA World Cup in Qatar. All the details for Denmark’s new jerseys were toned down, including Hummel’s logo and chevrons, as a “protest against Qatar and its human rights ...
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News briefsHummel and Amnesty International sign new two-year partnership, launch first collection
The Danish brand Hummel and Amnesty International Denmark have agreed to join forces in order to start various projects in order to raise money for the NGO’s work. As a kick-off of the new partnership, Hummel and Amnesty have designed a new lifestyle collection based on Amnesty’s black and yellow ...
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ArticleHummel reports record year, triples German business over last three years
Hummel, the nearly 100-year-old Danish company, has reported its best annual results ever. Net profit reached 115 million Danish Kroner (€16.6m) in 2021 as turnover increased by DKK 511 million to DKK 1.858 billion (€249.7m). Wholesale revenues, which grew by 30 percent, remain a priority of the company that also ...
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News briefsHummel raises funds for the LGBTI community
“We unite in our differences. We unite in sport,” says Hummel, announcing that it has raised £12,472 (€14,960-$16,890) for the Everton football club in the U.K. through the sale of a limited edition of Everton rainbow warm-up shirts. The amount will go to the club’s Community Youth Engagement Program, specifically ...
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News briefs
Hummel is buying a Danish childrenswear brand
Intensifying its focus on the kids market, Hummel has agreed to take over Sometime Soon, a Danish brand of streetwear-inspired children’s clothing for boys aged 0 to 14. Cathrine Høilund, who co-founded the firm in 2015, will continue as its creative director. The takeover will only be effective in January ...
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News briefs
Hummel enters the Indian Super League
Hummel has agreed a new partnership deal with the Hyderabad FC for the 2021/22 season. The Danish sportswear brand becomes the official kit partner of the Indian football club. As reported by The Times of India, Hummel views this new partnership as “an avenue to invest in Indian football and ...
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News briefs
Hummel foresees a rebound after a poor year
Because of its extensive exposure to grassroots and team sports, which were closed by the Covid pandemic, Hummel has reported poor results for 2020. The Danish company’s sales declined to DKK 1,347 million (€181.1m-$219.4m) last year, despite the opening of new foreign subsidiaries in 2019 and the takeover of Halo ...
