OUR HISTORY
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.
WE ARE THE BUMBLEBEE.
AND WE ARE STILL FLYING.
2023
CELEBRATING 100 YEARS IN SPORT
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 hummel’s historic partnership with the Danish Football Association, continuing a legacy dating back to 1979.
2022
IN THE FAST LANE
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.
2020
RISING TO THE CHALLENGE
In the face of a 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.
2016
SCORING BIG
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.
2013
CALLS FOR A CELEBRATION
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.
2006
YOU GET, WHAT YOU GIVE
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.
1999
THE MERGE OF SPORTS AND FASHION
In 1999, the destiny of the brand changes yet again, as our current owner, Christian Stadil and THORNICO, makes the 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.
BEING A PART OF A BIGGER FAMILY
In hummel we are part of a bigger family - The THORNICO group. THORNICO is a conglomerate that consists of more than 130 companies within a variety of business areas. Being a part of this conglomerate means that we are never alone. We all support each other, we look out for each other, and help each other whenever we can. This provides us with a safety-net every day.
1992
AGAINST ALL ODDS
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.
1984
IN DANISH HANDS
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.
1974
THE BEE SPREAD ITS WINGS
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.
1970
ENTERING A GOLDEN AGE
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.
1969
MORE THAN JUST A FOOTBALL SHOE
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.
1964
THE CHEVRONS SEE THE LIGHT OF DAY
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.
1961
THE PRODUCT BECOMES A BRAND
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.
1923
GERMAN ROOTS
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.
Balticagade 20, 8000 Aarhus C
Phone: +45 87344800
CVR: 43317032