From the 1st of January 2022, hummel will acquire the Danish kids fashion brand Sometime Soon, which within just a few years has established itself as an important player on the international kids fashion scene.
Hummel x Southampton unveil new 2021/22 home kit
After 30 years apart, hummel is back launching the brand-new Southampton Home Kit for the upcoming season.
Today, hummel and Southampton are introducing the home kit for the 2021/22 season.
The home shirt design features the iconic red and white stripes synonymous with Southampton Football Club. Taking inspiration from the last shirt worn at The Dell in the 2001/02 season, the creative is a celebration of the club’s DNA.
Whilst hummel has developed a home shirt that celebrates history and nostalgia, it does so with one eye firmly on the future, featuring the latest in AR technology from partners Formidable and UNIT9. Graphics (AR trigger points) on the shirt design can be scanned using a smartphone camera to unlock a series of exclusive content, including an AR version of James Ward-Prowse doing keepy-ups right in front of their eyes!
Sarah Batters, Director of Marketing and Partnerships at Southampton FC, said:
“As we mark the 20th anniversary of Southampton Football Club at St Mary’s, the players, the staff and the fans alike are proud to celebrate our current home but also remember and celebrate The Dell and that’s why the new kit features a nod to both. It’s all part of the Southampton DNA.
We’re also incredibly proud of our innovation at the club, and the AR technology is another way to bring our fans closer to the club and give them that extra bit of access that we know they’ll absolutely love.”
Allan Vad Nielsen, CEO at hummel, said:
“After 30 years apart, it's finally time to launch the new Southampton Home Kit for the upcoming 2021/2022 season. We have a long-standing relationship with the club which is also reflected in this very first home kit - while at the same time tapping onto the great personality of the club. And that's why we have decided to bring back the iconic red and white stripes to celebrate history and nostalgia of all the glory memories at St. Mary’s. We hope that the kit will be well-received by the fans and we look forward to celebrate many victories wearing it."
Read more here
Or watch The Southampton DNA ‘mockumentary’ below
After a long period of time with severe COVID-19 impact in the sports business, hummel looks at 2021 and beyond with a very positive mindset. Read the executive statement from CEO, Allan Vad Nielsen here.
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