ABOUT HUMMEL
As an international multi-category player within sports and lifestyle, we operate in more than 35 markets with the overall mission of becoming a top ten sports brand by growing our business to do more good.
THE STORY OF HUMMEL
Our culture serves as the driving force behind our organisation, as we strive to become the top ten sports brand by growing our business to do more good. We firmly believe that the key to attaining this goal lies in our approach of being playful, bold, and inclusive in everything we do. We’re born with a growth mindset, and we stand united as one inclusive team, fostering an environment where we come together to celebrate both small and monumental victories. We recognize that individual ideas are bettered by team effort, mistakes are rectified collectively, and individual achievements are celebrated as a team. Our boldness is exemplified by our ability to evaluate risks and make fast decisions as the endeavor to change the world through sport demands courage and determination.
Together, we can dream the unthinkable, dare the incredible and do the impossible. Join in and let us change the world through sport. One game at a time.
LET’S PLAY!
VISION & MISSION
VISION
We want to CHANGE THE WORLD THROUGH SPORT.
It is the reason we get up in the morning. It's what drives us to do our very best every single day.
Through our continued pursuit of growth, we use sport as a universal driver helping us create positive impact year after year. In short, doing business enables us to do more good.
MISSION
Our mission is TO BECOME THE #1 SPORTS CHALLENGER BRAND BY GROWING BUSINESS TO DO MORE GOOD.
We believe that being a challenger is the key to changing the world. And we’re not afraid to dream big.
We’re competitors by heart, and we constantly set new goals to ensure our continuous development. Driving a healthy, growing business will allow us to continue our vision of changing the world through sport.
OUR PERSONALITY
OUR PERSONALITY DICTATE HOW WE SET OUT TO DELIVER ON OUR MISSION BY WORKING THE hummel WAY.
WE ARE PLAYFUL
For us, everything starts with play. It’s cool to let loose. To leave the grind behind.
We are curious, creative minds that play to deliver results. We’re playful but never goofy. We’re open-minded, friendly, and positive.
Yes, sport can be serious, but it’s also filled with laughs, with memories. We believe in balancing big dreams with an even bigger heart. Because being a little playful… well, it makes everything just a little easier.
WE ARE INCLUSIVE
We want to include everyone. We never come across as for the selected few. You see, in the nation of sport, you win and lose as a team. Individual ideas become better through team effort and individual accomplishments are celebrated together – as one big team.
And being a team is: having our tribe stand behind us, we stand up for those who can’t fend for themselves.
Together we make greatness.
WE ARE BOLD
We dare to stand out. To say what needs to be said. But not because we want to provoke or pick a fight. No, because we believe that speaking up can move mountains. That no question is too big.
We aim to be game changers. To make the complicated uncomplicated. To show courage. And as a challenger brand, we’re never afraid to go the uncharted route.
Allan Vad Nielsen
CEO hummel
COMPANY KARMA
It’s no secret that we’re an ambitious sportswear brand. However, we’re also committed to growing our business while doing good. Through People, Planet and Purpose we seek to grow and act in a more sustainable direction – with the aim to drive change and pave the way for a better tomorrow.
PEOPLE
Our people are the most valuable asset we have in our company. Inside as well as outside of hummel. It is those who are influenced by us. Those who influence us. And we want to be known for putting our people in the front and center. We want all and every employee to feel motivated, safe and happy.
But it’s also each and every one surrounding us: It’s our customers. Our suppliers. And our clubs. All equally important to the growth of our business. We strive to collaborate respectfully and ethically. Always encouraging honesty and mutual respect. Above all, we strive to become the ideal partner for all external stakeholders.
PURPOSE
For more than 20 years, it has been in our DNA to CHANGE THE WORLD THROUGH SPORT. That is why we are here. It is our purpose. Simply.
We grow our business to do even more good in the world. And sport is our catalysator to do so. It is the language we speak. The air we breathe.
We want to disrupt with purpose: Challenge conventions. Support the disadvantaged. Bring people together. Eliminate differences. Fight for equality. No matter the goal, we are doing so through collaborations, sponsorships, projects, teams, clubs and individuals with whom we share the vision of changing the world for the better. Because we believe in real change – like sport – is best shared.
PLANET
We want to take care of our planet and reduce our footprint. We broaden our actions. There is no way around the fact that we are part of a polluting industry. At the same time, the very same industry requires us to hold stock. Ultimately, we prioritize long-term sustainability strategies to contribute to a better future.
We strive towards bringing down our use of chemicals, pesticides and plastic from products to packaging and notably reducing our Green House Gas emissions. Beyond anything, we want to be honest, authentic and transparent in what we do, how we do, and the way we communicate about it.
Balticagade 20, 8000 Aarhus C
Phone: +45 87344800
CVR: 43317032