HUMMEL速 EXCLUSIVES
hummel® exclusives 2015
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hummel® exclusives 2015
HUMMEL® EXCLUSIVES
With a long and rich history within sport, hummel is famed for its iconoclastic design approach to sportswear. Now, we are bringing the most iconic products alive again. As a celebration of our sports legacy, we have established an exclusive sneaker and collaboration program introducing our best products from the past and the present. Working within the strong Danish design tradition of functionality and simplicity, our exclusives are made for people appreciating premium quality and timeless style. This paper presents a selection of our projects from the past and those to come.
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hummel® exclusives 2015
hummel x Creol Brothers x S for Sneakers 2014
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hummel® exclusives 2015
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hummel® exclusives 2015
DESIGN PHILOSOPHY Defined by its unique heritage, a love of sports and a very distinct Danish design tradition, hummel creates timeless and a quirky sports look. Strong colour combinations, functional casual wear and fashion forward lines and silhouettes are essential in hummel’s design philosophy.
hummel’s design teams strives to create Danish sports goods under the order “change one thing only”, selected items inspire new and modern looks, but always with a nod to the distinct hummel heritage in sport. Going through the extensive hummel archives the design teams work
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side-by-side, carefully studying old football boots, handball shoes and sportswear when making new products. This distinct method ensure that hummel always develop new product with a strong signature of hummel’s DNA: casual, classic and Danish sports- and footwear.
hummel® exclusives 2015
hummel J japan x denmark 2013 / 2014
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hummel® exclusives 2015
Nordic Roots 2014
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hummel® exclusives 2015
hummel Pernfors Power Play 2015
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hummel® exclusives 2015
Hummel Euro Line 1992
Hummel Turin 1968
Hummel Espania 5 1962
Messmer Football Boot 1923
A BRIEF HISTORY OF SHOES —12—
FOOTBALL It all began on a rainy day in 1923. The young shoemaker Albert Messmer mounted cleats to football boots. Footballers was now able to keep their grip on the muddy field. This was the beginning of hummel. For more than 90 years, hummel has continued this innovative approach to football and footwear. The iconic chevron pattern on hummel´s football boots was originally a feature to secure optimal stabilisation of leather. These chevrons eventually became the signature on all of hummel’s sports products.
hummel® exclusives 2015
Hummel VM86 Morten Stig Medium
Hummel Pernfors Pro
Hummel Globetrotter
1986
1989
1986
Hummel Handball Super
Hummel Wimbledon
Hummel Marathona
1983
1984
1985
Hummel Roma
Hummel Tennis Return
1980
1970
Hummel Play Handball
Hummel Wimbledon
Hummel Super Match
1975
1968
1973
Hummel 3-S 1985
HANDBALL
TENNIS
LEISURE
During the long and dark winter months in Northern Europe, handball is the preferred indoor sport. hummel have been the world’s leading sports brand within handball since the 1950’s and have a long legacy of creating highly specialised and functional handball shoes. Today, design for handball shoes are still a constant source of inspiration for all product innovations within footwear and many technical features in hummel´s sneaker range can be traced back to handball shoes.
For two decades hummel gave a special danish perspective to, the otherwise preppy sport, tennis. From the 1970’s and to the mid 1990’s hummel was the underdog among the giants of tennis brands. With a democratic design language, focus on functionality and colourful sponsorships hummel showed that tennis was more than a sport for the wealthy.
hummel was one of the pioneer sports brands to make its entrance into fashionable, laid-back casual wear in 1980’s. With an ironic twist, hummel has ever since tcombined its Danish sportswear heritage with a casual approach to comfortable sneakers and apparel.
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hummel® exclusives 2015
INTRODUCING FOUR STYLES
PERNFORS POWER PLAY A true character if any, Pernfors was an ever inspiring figure on the tennis scene during the 80’s and 90’s. Dressed in hummel from top to toe, Pernfors took the audience by surprise one set after another. The hummel Pernfors Powerplay is a tribute to the underdogs and quirky characters of the sports world and a one-to-one copy of the original shoe in premium leather.
KØBENHAVN Originally designed in the 80s for the Danish national handball team, the ”Best chance” sneaker is revived under the name of ”København.” With a simple Scandinavian design, this modernized version takes it off the court. It is infused with a crisp white leather upper embellished with the name of Denmark’s capital. The logo on the tongue represents its heritage from handball.
MINIMAL MASS RUNNER Combining hummel´s heritage from handball and leisure shoes, the Minimal Mass Runner is a lovechild between hummel´s past and future. The Minimal Mass Sneaker practically weighs nothing. It is decked in mesh from heel to toe and features creative paneling and angles. This ultra light model still contains everything you expect from a modern sneaker, but with clear references to hummel´s sports performance design.
MARATHONA II With heavy inspiration from hummel’s sporty heritage, the Hummel Marathona II comes with a strong authentic look. Drawing on trends from the 80’s and early 90’s, the kicks are decked out in mesh, suede and nubuck and feature a two-tone EVA midsole. A consistant oldschool look rounded up by details such as raised embossments and molded side panels.
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KØBENHAVN
MINIMAL MASS
MARATHONA II
PERNFORS POWER PLAY
Ami James for Tattoodo and hummel 2014
hummel® exclusives 2015
FC St. Pauli x hummel 2015
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hummel® exclusives 2015
THE HISTORY ® OF HUMMEL
1923 In the roaring twenties, the young shoemaker Albert Messmer came up with the idea of mounting cleats to the soles of football boots, making football players stand their ground in rainy weather on the muddy field. This changed the football game completely. Albert established a company to continue developing new and innovative sports equipment. After the small, chubby bumblebee, that isn’t really supposed to be able to fly, the company was named hummel. 1950s The visionary Bernhard Weckenbrock takes over the company in the fifties. He emphasizes the essentials of building a brand, having a unique personality that athletes can identify with. The chevron, then only a product feature, becomes an iconic brand mark on all hummel sport products. Through tenacity, creative happenings and pioneering sponsorships within handball and football, Weckenbrock establishes hummel firmly in the European sports-lifestyle industry. 1970s Hummel is introduced to the North European market and with well-designed
collections; hummel becomes an instant hit — both within sports and fashion. With several strong and stand out sponsorships, here among the Danish National Football Team in 1979, hummel continues its history of unique sponsorships and now also focus on niche sports like boxing, tennis and swimming. 1980s As the only sports brand of that era, hummel offers special designed sponsored sportswear for teams. This attracts some of the worlds biggest football clubs and several of the greatest football nations in the world, including Real Madrid in Spain, Verona in Italy and Tottenham Hotspur in England. With its ironic mix of Scandinavian design aesthetic and colourful sportswear, hummel also sets the international standard for sportzinspired fashion in the mid eighties. 1990s With Denmark surprisingly winning the European Championship in Football in 1992 and with powerful sponsorships of Real Madrid and Red Star Belgrade, hummel is globally seen as the contending underdog in the sport-lifestyle industry. However, growing too big too fast becomes a prob-
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lem for hummel and the company changes its sponsorship strategy and focus on the underdogs, misfits and small clubs with character. 2000s A wave of retro washes over the world. Inspired by past time and styles hummel re-introduces its classic collections and sneakers. This has a staggering effect on the brand’s image and hummel enjoys the attention of the fashion world, and establishes itself as a trendsetting sports apparel brand with a unique set of values. 2010s Hummel has established itself as a quirky, Danish sportswear brand with a strong heritage. Continuing its focus on the underdogs and characterful misfits of the sports world, hummel translates its unique approach to sponsorships into a brand promise: Change the World through Sports (CTWTS). This becomes a guiding principle for all actions of hummel and becomes evident in all products, communication and signing of sponsorships like the national Afghan football team, Christiania and Fc St. Pauli.
hummel® exclusives 2015
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hummel® exclusives 2015
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hummel® exclusives 2015
ABOUT ® HUMMEL Before the contracts, the agents and the billion dollar stadiums, there was hummel. Founded in 1923, the Danish sport fashion brand kick-started a new era of functional sportswear with the invention of the studded football boot. For years, hummel sponsored big football teams such as Real Madrid, Tottenham Hotspurs and the Danish national football
team. And the brand quickly got a reputation for spacey designs both in the football and handball universe. This in spite of the fact that it has been, and still are, an important player in the evolution of the Danish design tradition, clean-lined and minimalistic as it is. Today, the hummel designs, both the quirky and the less quirky ones, are to be found on the underdogs and misfits of the
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sports world as a part of hummel´s vision to Change The World Through Sport. A few examples are sponsorships like FC St. Pauli, Asylum United, Christiania and social sport projects in Africa and Afghanistan.
hummel A/S Balticagade 20 DK-8000 Aarhus C Denmark hummelx.net hummel.net
HERE’S TO THE UNDERDOGS. THE CHARACTER THAT BRING COLOUR AND GRIT TO THE GAME. HOPELESS GOALS. SHINING ENTHUSIASM. THE FEW ANTI-HEROES. IT TAKES BALLS TO SHOW CHARACTER. WE WIN WHEN IT MATTERS. WE PLAY, BUT WE DON’T FIGHT. FOR US, THE PITCH IS NOT A BATTLEFIELD. IT IS AN ARENA TO SHARE GREATNESS. WE STRIVE TO BRING FUNCTIONALITY AND QUALITY. UNITED IN OUR DIFFERENCES, WE CELEBRATE SPORT AND ITS POWER TO BRING PEOPLE TOGETHER. WHILE OTHERS FIGHT. WE MAKE HISTORY. WE BRING PASSION, THE HEART AND LOVE TO THE GAME. AS A TEAM, WE CHANGE THE WORLD THROUGH SPORTS. THAT IS THE DANISH WAY OF SPORT.