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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 hummels historic partnership with the Danish Football Association, continuing a legacy dating back to 1979.
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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 world 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.