All Hummel articles
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News briefsHummel replaces Macron in Canadian Premier League
Hummel is replacing Macron as CPL’s kit supplier. The multi-year deal starts in 2026, with new club collections and a focus on sustainability.
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News briefsHummel returns to Italian football after 25 years
After more than two decades, Hummel returns to Italian football through a new partnership with LR Vicenza.
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ArticleHummel is back in the black; CEO: ‘We will keep focus on our core win zones’
The Danish sports brand has turned a profit after some tough years. SGI Europe has spoken to the CEO to find out how.
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News briefsHummel partners with fashion brand for new national jersey
The Danish fashion brand Halo, in collaboration with Hummel, has designed a new national team jersey.
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ArticleThree top football clubs make diversity statement together with Hummel
Hummel and three professional European football clubs in three different countries unite for equality with specially designed pre-game jerseys.
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Case StudyDecathlon: The ugly duckling becomes a swan?
There is hardly a company in the sports retail sector that is met with such mixed feelings as the French sporting goods manufacturer Decathlon.
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ArticleHummel outfits new big team and sets German record
The world’s largest island and future national team has chosen Hummel as its kit sponsor for four years.
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News briefsHummel dominates as kit sponsor in Spanish football
The Danish sportswear brand’s strategic growth in Spain has led to a significant increase in sports sponsorships, outpacing major global brands and setting new records.
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ArticleDriven by purpose: the social impact of sport
Sport is a powerful force for positive social change, promoting inclusion, teamwork, and mental wellbeing. From grassroots initiatives to global campaigns, leading brands like Nike, Puma, and Adidas are using their platforms to foster community, support equality, and champion important social causes.
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ArticleDespite unsatisfactory 2023 result, Hummel’s CEO aims for top-ten market position
In its 2023 financial statements, Danish sports brand Hummel set a new sales record for the third year in a row. Revenue increased from 2.201 billion Danish kroner (€295.06m) in 2022 to DKK 2.225 billion (€298.27m) in 2023. Still, the cost of realizing inventory, rising interest rates and bankruptcies of ...
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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.
