Hummel is ready to return to the Italian sports market

Everything is ready for the return to Italy of Hummel, the historic Danish sportswear brand. Thanks to a new agreement with BEEITALY - which will be the official distributor of the brand in Italy - Hummel returns to the Italian market after leaving the Serie A in 2001, the year in which Chievo Verona decided to interrupt the relationship with the brand. . In addition to the Scala team, Hummel was kit supplier to three other teams in Italy: Udinese (1994-1998), Pisa (1988-90) and Hellas Verona (1987-89). The brand's rebranding strategies have given new life to Hummel, which after having also been on the shirts of Real Madrid, Benfica, Red Star and Glasgow Rangers today returns to make a big voice also in the Premier League thanks to the agreements with Everton and Southampton.

The heritage of a brand that has always been associated with the Danish national team - with which it has created kits that have made the history of football aesthetics - is mixed with a considerable attention to current issues. In fact, the brand was named "Best sustainable company" in 2020 precisely for the technologies applied in the production phase. The relaunch has a clear objective that has also become the brand's new claim: Change The World Through Sport.

The transformation from a football hipster brand to an enfant prodige of the streetwear world that has been characterizing the brand in recent years is part of a very structured path considering the history of Hummel. Over the years, the Danish company has always been associated with outsider and off-screen teams - as evidenced by the sponsorships with the national teams of Tibet and Afghanistan - as well as humanitarian causes that go beyond football. The path that led Hummel to be a lifestyle brand passes through essential stages such as the collaboration with New York designer Willy Chavarria during New York Fashion Week 2018 which led the brand to support regular and non-immigrant footballers from the Big Apple and the community. Mexican and Latin American from which the origins of Chavarria come.