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
In THORNICO, we are excited and honoured to announce that hummel has partnered up with the Premier League club Southampton FC.
As of July 2021, the five-year partnership will see hummel combine its renowned product innovation and passion for doing things differently.
Hummel has a proud sports history and is one of the most recognised team sports brands in the world yet have a real focus on paving the way for a better tomorrow by creating positive change through sport, a vision that aligns perfectly with the club’s own mission of turning potential into excellence on and off the pitch.
The partnership also sees the club reunite with a brand that will already be familiar with many supporters, with their famous chevrons and bumblebee trademarks having featured on several cult classic Southampton kits between 1987-1991, including the design introduced in the 1987/88 season, which was based on Denmark’s 1986 World Cup shirts.
Allan Vad Nielsen, hummel’s CEO states:
”After 30 years apart, we’re extremely proud and honoured to be back as an official partner of Southampton FC. Football is ingrained in our brand DNA at hummel, and the partnership with Southampton represents another huge step of our ambitious growth plans and expansion internationally.
Southampton has continuously proven its pioneering and innovative approach in the game, and along with its strong values and history, this is a perfect fit for hummel. Together, we share the same values of turning potential into excellence on and off the pitch, and we are truly looking forward to be working with the club on future product collections and fan activations.”
David Thomas, Southampton Football Club’s Chief Commercial Officer commented:
“From the moment we first met the hummel team, it was obvious there was a great connection between us, not only because of our past history but also because of the potential of what we could achieve together in the future.
Hummel’s core mission of wanting to change the world through sport aligns perfectly with our disruptive approach to how we behave on and off the pitch.”
Read more here
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.
After 30 years apart, hummel is back launching the brand-new Southampton Home Kit for the upcoming season.