Ever since the company’s tender years almost a century ago, we’ve tried and succeeded in doing things a little differently. Consequently, numerous concepts who have all contributed to the shaping of the company have been developed since 1923.

Developed in 2005, ‘Jeg har Karakter’ is a concept that will be instrumental in defining the direction for hummel in the future. Consequently, all our products are made in order to express their own story and unique character and the same goes for every team and individual player who wear apparel and footwear with the hummel trademark chevrons. These teams and players are meticulously chosen – not necessarily due to size and worldwide fame but according to uniqueness, character and the will to win.

‘If you seek it you can’t find it’ – an old Zen Buddhist proverb - embodies our belief in the non-pushing approach to marketing. Instead of applying an in-your-face strategy to marketing, we want to make the consumers discover us and not the other way around in a world where consumers get more individualized every day.

Being the only 100% Danish owned sports brand in the world, our heritage has always been an essential part of our values. Danishness represents values such as great design, freedom of speech, human respect, and equality to the general world population and at hummel we are proud to associate ourselves and our products with these values. Add to that our history and you have a very strong brand with a very strong identity.