hummel

Meet Laurits Faaborg, a Junior Designer in hummel’s Footwear department, who has seamlessly integrated AI into his creative workflow. "I started using AI just over a year ago, and it's quickly becoming an important part of my toolkit. AI is especially useful during the ideation phase and when I need to focus on specific elements of the shoes," Laurits shares. For Laurits, AI is a valuable collaborator that would be a missed opportunity not to utilize. "You have to see AI as something that can’t stand alone but as a tool to optimize your workflow," he shares. By leveraging AI in his design process, Laurits has more time to focus on the parts of his work he's most passionate about—the creative elements. Although AI still has its limitations, Laurits is confident that it will soon become essential in many areas. "AI is still in its early stages and has its imperfections, but new tools are constantly being developed that can benefit a lot of departments," he reflects. Laurits has already showcased his work with AI at a company-wide Town Hall meeting, encouraging his colleagues to explore AI tools that could enhance their own roles. "My best advice is to play around with it. AI can be fun and educational, and you'll discover that it probably can help you optimize your workday and make it more manageable." #hummel #letsplay #changetheworldthroughsport

🚀 Kick-off on a Case Collaboration with Jesper Buchs Iværksætterakademi   Tuesday, we had the pleasure of welcoming talented students from Jesper Buch’s Entrepreneurship Academy to hummel! We’ve embarked on an inspiring journey together, where students will tackle two real-world cases – one for hummel and another for HALO 💡 Over the next month, they’ll be exploring, innovating, and developing unique solutions that they’ll pitch to us. We can’t wait to hear their winning ideas and see their vision for the future of our brands! #hummel #HALO #entrepreneurship #futureideas #letsplay #changetheworldthroughsport

𝗵𝘂𝗺𝗺𝗲𝗹 🤝 𝐒𝐂 𝐏𝐚𝐝𝐞𝐫𝐛𝐨𝐫𝐧 𝟎𝟕 Beginning July 1, 2025, we’re excited to announce a new five-year partnership with SC Paderborn 07 GmbH & Co. KGaA from the German 2. Bundesliga. This partnership represents a major step in our commitment to supporting football in Germany and aligns with our ambition to become a leading team sports brand across Europe. SC Paderborn is known in the region for its tradition, unity, continuity, and loyalty — values we deeply admire. Together, we look forward to enhancing the club’s presence and strengthening our brand’s visibility. We’re proud to welcome SC Paderborn to the hummel family and can’t wait for a successful future together. Let’s Play! 🖤💙 #hummel #SCPaderborn #letsplay #changetheworldthroughsport 

At hummel, we know that strategy alone can’t drive success—our culture is at the heart of everything we do. That’s why we recently refreshed our values and introduced new “Rules of Play” to shape how we work and collaborate. To bring our new Rules of Play to life, we dedicated four days last week to strengthening our culture through a series of interactive workshops at the beautiful Harridslevgaard Castle. This unique setting gave us the opportunity to act on the principles we aim to promote and to see how these can enhance teamwork and personal development. It was a reaffirmation that working together towards common goals can create a stronger and more cohesive work culture. We look forward to building on the strong bonds we have formed and the experiences we have shared, which will help us shape the future of hummel. Let’s Play! 🚀 #hummel #letsplay #changetheworldthroughsport 

𝐇𝐀𝐋𝐎 𝐱 𝐇𝐔𝐌𝐌𝐄𝐋 𝐱 𝐃𝐁𝐔 𝐥𝐢𝐦𝐢𝐭𝐞𝐝 𝐞𝐝𝐢𝐭𝐢𝐨𝐧 🇩🇰 We’re proud to unveil a new limited edition Danish national team jersey – a unique silhouette from the collaboration between hummel, Dansk Boldspil-Union (DBU) and the hummel-owned fashion brand HALO. Featuring a bold deep Bordeaux colourway and an iconic all-over pattern, this jersey is designed to celebrate the power of unity and bring together the best of fashion and football. The jersey, which the Danish team will wear during their Nations League match against Spain in November, will be available online and in select stores from Thursday, October 24th at 10:00 AM. #hummel #newlinehalo #dbu #letsplay #changetheworldthroughsport

𝗨𝗻𝗶𝘁𝗲𝗱 𝗳𝗼𝗿 𝗘𝗾𝘂𝗮𝗹𝗶𝘁𝘆 🌈 This past weekend, 1. FC Köln, Coventry City Football Club, and Brøndby IF came together to champion equality, proudly wearing the newly launched Equality jerseys during their warm-ups. By uniting on and off the pitch, these clubs are not only supporting equality, but also celebrating the beauty of diversity in sport. Together, we’re sending a clear message: Football knows no boundaries—it's a place where everyone belongs ⚽️💪 #hummel #letsplay #changetheworldthroughsport 

🌟 Glücksliga Cup 2024 🌟 As proud, long-standing partners of Glücksliga Handball, we were thrilled to participate in this year’s Glücksliga Cup 2024 in Bielefeld, Germany. At the heart of the event were children with developmental disabilities, who came together to celebrate the joy of sports and the sense of belonging in a community filled with happiness and smiles. Thank you for an unforgettable day. We can’t wait to do it all again next year! #hummel #letsplay #changetheworldthroughsport 📸 Matthias Wieking

𝗔 𝗦𝗶𝗹𝘃𝗲𝗿 𝗠𝗲𝗱𝗮𝗹 𝗳𝗼𝗿 𝘁𝗵𝗲 𝗛𝗶𝘀𝘁𝗼𝗿𝘆 𝗕𝗼𝗼𝗸𝘀… 🥈 Congratulations to the USA Wheelchair Handball Team for making history by winning the silver medal in their first-ever appearance at the World Championship in Cairo, Egypt. For context, USA Team Handball had never competed for gold in any World Championship before, making this achievement even more extraordinary. As the official kit partner, we couldn’t be prouder to stand alongside these incredible athletes. Their journey has been truly inspiring, powered by their unwavering determination, heart, and passion. They’re not just breaking barriers—they’re setting new standards in wheelchair handball. We can’t wait to see what the future holds for this amazing team. Let’s Play! #hummel #letsplay #changetheworldthroughsport 📸 IHF / kolektiff / Sasa Pahic Szabo

𝗨𝗻𝗶𝘁𝗲𝗱 𝗶𝗻 𝗘𝗾𝘂𝗮𝗹𝗶𝘁𝘆 🌈 We’ve teamed up with three of our partner clubs – Brøndby IF, 1. FC Köln, and Coventry City Football Club to spotlight the importance of equality, inclusion, and diversity in football. Together, we’re launching a specially designed equality jersey for each club, spreading a powerful message: there’s room for everyone—both in the stadium and the wider community. This weekend, players from all three clubs will wear the equality jersey during their warm-ups, standing united in support of equality. Let’s Play! #hummel #letsplay #changetheworldthroughsport