From Hometown Hero to Premier League Contender: The Inspiring Story of Hummel’s Global Expansion

Hummel, the Danish sportswear brand, has come a long way since its humble beginnings in 1923. Founded in Aarhus, Denmark, by Albert Messmann, the company started out making socks and stockings. Hummel’s first big break came in 1940 when they became the official sock supplier for the Danish national football team. This partnership helped to establish Hummel as a major player in the Danish sportswear market.

In the 1970s, Hummel began to expand internationally, signing sponsorship deals with teams in Germany, England, and Spain. The brand’s iconic chevrons logo became synonymous with quality and style, and Hummel kits were worn by some of the biggest names in football, including Johan Cruyff, Kevin Keegan, and Ruud Gullit.

In the 1990s, Hummel hit a rough patch financially and was forced to withdraw from many of its sponsorships. However, the brand never lost its core values of quality, innovation, and social responsibility. In recent years, Hummel has made a comeback, signing partnerships with teams in the Premier League, La Liga, and Serie A. The brand has also become a popular choice among streetwear enthusiasts, thanks to its stylish and unique designs.

Hummel’s story is an inspiration to small businesses everywhere. It shows that with hard work, dedication, and a commitment to quality, even a small company from a small town can achieve global success.

Hummel’s global expansion is a testament to the power of brand storytelling. By telling the story of its Danish roots, its commitment to quality, and its dedication to social responsibility, Hummel has been able to connect with consumers on an emotional level and build a loyal following around the world.

Page Contents

Hummel and the Danish National Football Team: A Storied Partnership

Hummel and the Denmark National Football Team have a long and successful history together, dating back to 1979. This partnership has seen the Danish team achieve some of their greatest triumphs, while also showcasing Hummel’s commitment to quality and design.

Image of Denmark National Football Team wearing Hummel jerseys

Early Days and Glory Years:

Hummel first sponsored the Danish team in 1979, providing kits for the Euro 1980 tournament. The iconic chevrons became synonymous with the team’s success, as they reached the semi-finals of the tournament. The partnership continued through the golden years of Danish football, including their historic victory at Euro 1992.

Modern Era and Renewed Collaboration:

After a brief hiatus, Hummel returned as the official kit supplier for the Danish National Football Team in 2016. The brand has since designed several innovative and stylish kits, while remaining true to their classic chevron design.

Recent Highlights:

Under Hummel’s sponsorship, the Danish team has continued to perform at a high level. They reached the round of 16 at the 2018 FIFA World Cup and the semi-finals of Euro 2020. Their most recent achievement was reaching the round of 16 at the 2022 FIFA World Cup, where they made a bold statement by toning down their usual branding to protest the host nation’s human rights record.

Is Hummel a good brand?

Whether Hummel is a “good” brand depends on your priorities and what aspects of a brand you value most. Here’s a breakdown of some key points to consider:

Pros:

Quality: Hummel is known for its high-quality sportswear, using durable materials and construction.
Performance: Their designs are often focused on functionality and comfort, catering to athletes of various levels.
Style: Hummel offers a range of stylish and trendy designs, appealing to those who seek both performance and aesthetics.
Heritage: With a rich history dating back to 1923, Hummel boasts a legacy and experience in the sportswear industry.
Sustainability: The company is committed to responsible practices, using recycled materials in some products and promoting eco-friendly initiatives.
Sponsorship: Hummel supports various sports teams and athletes, demonstrating their dedication to the sporting world.
Value for money: Compared to some high-end brands, Hummel offers competitive pricing for its quality products.

Cons:

Availability: Hummel might not be readily available in all regions or stores compared to larger brands.
Limited range: While their selection is growing, Hummel might not offer as wide a variety of products as some competitors.
Controversies: Some past decisions, like the toned-down branding in the 2022 World Cup kits, have sparked controversy and differing opinions.

Ultimately, whether Hummel is a good brand for you depends on your individual needs and preferences. Consider what factors are most important to you, such as quality, style, price, sustainability, or brand values, and then research how Hummel compares to other brands in those areas.

Here are some additional resources that might help you decide:

Hummel official website:https://www.hummel.net/

Why are Hummels so cheap?

The statement that all Hummel products are cheap isn’t entirely accurate. While they may offer some items at more affordable price points compared to some high-end brands, there are several factors contributing to the perception of “cheapness” and variations in Hummel’s pricing:

Target Market: Hummel positions itself as a brand offering high-quality sportswear at a mid-range price point. They cater to a wider audience encompassing both casual and performance-oriented consumers, aiming to strike a balance between affordability and quality.

Product Variety: Hummel offers a range of products with varying price points. Their core athletic apparel, like t-shirts, shorts, and socks, might be more affordable compared to other brands, making them attractive to budget-conscious shoppers. However, their premium lines and limited-edition collections can reach higher price points comparable to competitors.

Production and Distribution: Hummel uses a combination of local and offshore production, depending on the product type and complexity. This allows them to control costs while maintaining quality standards. Additionally, they might have fewer retail partnerships or rely more on online sales, potentially reducing overhead costs compared to brands with extensive brick-and-mortar presence.

Brand Perception: Hummel’s heritage and commitment to quality are well-regarded, but they may not have the same brand cachet as some luxury sportswear brands. This can influence the perceived value of their products, potentially leading to the impression of being “cheap” even if the quality is comparable.

Competitiveness: The sportswear market is highly competitive, with numerous brands vying for consumer attention. Hummel might offer some products at lower prices to attract customers who prioritize affordability, but this might not apply to their entire range.

Value Proposition: Ultimately, whether Hummel offers “good value” depends on your individual needs and priorities. Consider factors like:

Quality: Hummel products are generally well-made and durable, but you might find slightly higher quality materials in some high-end brands.
Performance: Their designs are focused on functionality and comfort, but specialized athletic wear from other brands might be more optimized for specific sports.
Style: Hummel offers trendy and stylish designs, but some might prefer the aesthetic of other brands.
Price: Hummel generally offers competitive prices, but compare specific products to similar items from other brands to assess value.

Types of sportswear HUMMEL offers in India

Hummel offers a wide variety of sportswear in India, catering to both men and women across various sports and activities. Here’s a breakdown of the different types of sportswear you can find from Hummel in India:

For Men:

Football: Hummel is a major player in football apparel, offering kits, jerseys, shorts, socks, and training wear for all levels of players.
Running: Find a range of running shoes, apparel, and accessories designed for comfort, performance, and style.
Training & Gym: Gear up for your workouts with Hummel’s selection of t-shirts, shorts, tracksuits, and more, focused on functionality and mobility.
Basketball: Discover basketball jerseys, shorts, shoes, and accessories for both indoor and outdoor play.
Cricket: Hummel offers cricket jerseys, trousers, and accessories for players of all levels.
Lifestyle: Look for casual and athleisure wear, including t-shirts, hoodies, joggers, and sneakers, perfect for everyday style and comfort.

For Women:

Football: Hummel offers a dedicated selection of women’s football kits, jerseys, shorts, socks, and training wear.
Running: Find women-specific running shoes, apparel, and accessories designed for a comfortable and supportive running experience.
Training & Gym: Explore a range of women’s t-shirts, shorts, leggings, sports bras, and more, ideal for various workouts and activities.
Yoga & Pilates: Discover comfortable and stylish yoga and Pilates apparel, including leggings, tops, and shorts, to enhance your practice.
Lifestyle: Choose from a variety of casual and athleisure wear, including t-shirts, hoodies, joggers, and sneakers, for everyday style and comfort.

Additionally, Hummel also offers:

Kidswear: Find sportswear and activewear for children of various ages, across different sports and activities.
Accessories: Explore a range of sports accessories, including socks, caps, bags, and more, to complete your active look.

Remember, the specific types of sportswear available from Hummel in India may vary depending on the retailer and location. It’s always best to check their website or visit a store to see the latest selection.

HUMMEL sportswear is “worth the money”.

Whether Hummel sportswear is “worth the money” depends on what you prioritize and what you compare them to. Here’s a breakdown of some key factors to consider:

Pros:

Quality: Hummel generally uses durable materials and construction, known for their well-made sportswear.
Performance: Their designs often focus on functionality and comfort, catering to athletes of various levels.
Style: Hummel offers a range of stylish and trendy designs, appealing to those who seek both performance and aesthetics.
Heritage: With a rich history since 1923, Hummel boasts a legacy and experience in the sportswear industry.
Sustainability: The company is committed to responsible practices, using recycled materials in some products and promoting eco-friendly initiatives.
Value for money: Compared to some high-end brands, Hummel often offers competitive pricing for their quality products.

Cons:

Availability: Hummel might not be readily available in all regions or stores compared to larger brands.
Limited range: While their selection is growing, Hummel might not offer as wide a variety of products as some competitors.
Brand perception: Some might perceive them as “cheap” due to their mid-range pricing, even if the quality is comparable.
Competition: The sportswear market is highly competitive, with numerous brands vying for attention.

Here’s how Hummel compares to some other popular sportswear brands:

High-end brands (e.g., Nike, Adidas): Hummel might offer similar quality at a lower price point, but they might not have the same brand cachet or latest technologies.
Mid-range brands (e.g., Under Armour, New Balance): Hummel generally falls within the same price range and offers comparable quality and performance.
Budget brands (e.g., Champion, Fila): Hummel might offer slightly better quality and performance than some budget brands, but their price might be higher.

Ultimately, the decision of whether Hummel is worth the money depends on your individual needs and priorities. Consider what factors are most important to you, such as:

Quality and performance: Do you need top-of-the-line features or are you okay with a good balance of quality and affordability?
Style: Does the brand’s aesthetic appeal to you?
Brand value: Does the brand’s image and reputation matter to you?
Price: How much are you willing to spend?

By weighing these factors and comparing Hummel to other brands, you can make an informed decision about whether they are worth the money for you.

Competitors of Hummel in India

In India, Hummel competes with a variety of sportswear brands across various segments and price points. Here’s a breakdown of some key competitors:

International Brands:

High-end: Nike, Adidas, Puma, Asics, Reebok
Mid-range: Under Armour, New Balance, Columbia Sportswear, Fila
Budget: Champion, Lotto, Skechers

Indian Brands:

High-end: Shiv Naresh, Manthra, Vector X
Mid-range: Nivia, Yonex, SS, Zobha
Budget: Proline, Dollar, Axeller

Factors to Consider When Comparing Competitors:

Price: Hummel occupies a mid-range position, offering competitive prices compared to high-end brands but potentially higher than budget options.
Quality: Hummel focuses on using durable materials and construction, comparable to most mid-range competitors.
Performance: Their designs often prioritize functionality and comfort, competing well with other performance-focused brands.
Style: Hummel offers a range of trendy and stylish designs, attracting fashion-conscious customers like some mid-range and high-end competitors.
Availability: Hummel’s presence might not be as widespread as some established Indian brands, but they are expanding their reach.
Brand Image: Hummel’s heritage and commitment to sustainability might resonate with specific customers seeking ethical and responsible brands.

Additional Considerations:

Specific Sports: Depending on the sport you’re interested in, competitors might vary. For example, Hummel might be a strong competitor in football but less prominent in cricket compared to Indian brands like SS.
Personal Preferences: Ultimately, the “best” competitor depends on your individual needs and preferences. Consider factors like price, quality, style, brand image, and availability when making your choice.

Hummel’s Unique Selling Points:

Danish heritage and legacy
Commitment to sustainability and social responsibility
Focus on design and innovation
Partnerships with Danish National Football Team and other athletes

Price Range Comparison: Hummel vs. Puma, Adidas, Nike in India

Brand	Product Type	Price Range (₹)	Notes
Hummel	Men’s T-shirt	500 – 1500	Varies depending on style and material
Hummel	Women’s Leggings	1000 – 2000	Performance leggings might be more expensive
Hummel	Running Shoes	2500 – 5000	Advanced technology or limited edition might increase price
Hummel	Football Jersey	1200 – 2000	Replicas might be cheaper, authentic jerseys might be more expensive
Hummel	Sports Bra	800 – 1500	High-support bras might be more expensive
Hummel	Socks	200 – 500	Depends on length and material
Puma	Men’s T-shirt	700 – 2000	Generally more expensive than Hummel, wider range of styles
Puma	Women’s Leggings	1500 – 3000	Performance leggings might be more expensive, wider range of styles
Puma	Running Shoes	3000 – 6000	Generally more expensive than Hummel, wider range of technologies
Puma	Football Jersey	1500 – 2500	Generally more expensive than Hummel, wider range of teams and styles
Puma	Sports Bra	1000 – 2000	Generally more expensive than Hummel, wider range of styles and support levels
Puma	Socks	300 – 600	Generally more expensive than Hummel
Adidas	Men’s T-shirt	800 – 2500	Generally more expensive than Hummel, wider range of styles and technologies
Adidas	Women’s Leggings	1800 – 3500	Generally more expensive than Hummel, wider range of styles and technologies
Adidas	Running Shoes	3500 – 7000	Generally more expensive than Hummel, wider range of technologies and collaborations
Adidas	Football Jersey	1800 – 3000	Generally more expensive than Hummel, wider range of teams and styles
Adidas	Sports Bra	1200 – 2500	Generally more expensive than Hummel, wider range of styles and support levels
Adidas	Socks	350 – 700	Generally more expensive than Hummel
Nike	Men’s T-shirt	1000 – 3000	Generally the most expensive brand, wide range of styles and technologies
Nike	Women’s Leggings	2000 – 4000	Generally the most expensive brand, wide range of styles and technologies
Nike	Running Shoes	4000 – 8000	Generally the most expensive brand, wide range of technologies and collaborations
Nike	Football Jersey	2000 – 3500	Generally the most expensive brand, wide range of teams and styles
Nike	Sports Bra	1500 – 3000	Generally the most expensive brand, wide range of styles and support levels
Nike	Socks	400 – 800	Generally the most expensive brand

Where can I buy Hummel products

OFFLINE:

Authorized Retailers:

These retailers have physical stores across India and might have dedicated “Hummel Brand Corners” within their stores. Here are some examples with their store locator links:

Decathlon: https://www.decathlon.in/
Reliance Sports: http://www.ril.com/ar2017-18/sports-and-reliance.html
Planet Sports: https://planetsports.in/
Lifestyle: https://www.lifestylestores.com/in/en/
Central: https://centralmallonline.in/

2. Department Stores:

These stores might have a smaller selection of Hummel products within their sportswear sections. Some examples:

Shoppers Stop: https://www.shoppersstop.com/
Pantaloons: https://www.pantaloons.com/shop/women
Westside: https://www.tatacliq.com/westside/c-mbh11a00004

ONLINE:

Hummel India Website:

While they don’t have direct sales on their website, Hummel India provides a list of authorized online retailers where you can purchase their products. You can access it here:
hummel.net.in

2. Official Online Retailers:

Hummel partners with several established online retailers in India, offering a wide range of their products:

Myntra:
Ajio:
Flipkart:
Amazon:

3. Other Online Retailers:

Several other online retailers might carry Hummel products, including:

Tata Cliq:
Nykaa:

Returns for Hummel Products

Here’s a summary of the return policy for Hummel sportswear products in India:

Return Window:

You have 7 days from the date of delivery to initiate a return request for Hummel products purchased in India.

Eligible Products:

Most Hummel products are eligible for returns and refunds, except for:
- Used or worn items
- Items without original tags or packaging
- Customized items
- Underwear, socks, and swimwear (due to hygiene reasons)

Return Process:

Initiate a return request: Visit the Hummel India website (https://www.hummel.net.in/) and go to the “Returns & Exchanges” section. You can initiate your request online or by contacting customer service.
Pack the items securely: Include all original tags, packaging, and the return slip provided by Hummel.
Schedule a pickup: Hummel will arrange a pickup from your address.
Return confirmation: Once the items are received and inspected, Hummel will process your return and notify you within 7 business days.

Refund:

Refunds are issued to the original payment method used for the purchase.
Processing time for refunds can take up to 10 business days.

Additional Notes:

You can exchange eligible items for a different size or color, subject to availability.
For international orders, different return policies might apply. Check the country-specific website for details.
It’s always best to double-check the latest return policy on the Hummel India website before initiating a return.

CREDITS

All the BRANDS mentioned above.

Disclaimer

This non-funded, research-oriented data is presented for information purposes only. Users are advised to exercise caution, understanding the inherent limitations. Reliance on the data is at your own risk.

From Denmark to the Premier League: Hummel’s Global Reach and Local Partnerships