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– who would have thought that a bumblebee could fly?
Once they said that a bumblebee should not be able to fly due to its sheer size and rather corpulent shape and the fact of the matter is that the journey of the hummel bumblebee has had its ups and downs as well as a few near-death experiences always to find back to a steady course. Presenting the story of hummel.
When the hummel bumblebee began its journey in 1923 in a Hamburg suburb where the founders of hummel, the Messmer brothers, decided to set up shop, not many would have believed that that same bumblebee would be flying higher and more agile than ever before today 12 years into the new millennium. Having suffered occasional bombings during World War II and a couple of take-owers, the hummel bumblebee really began soaring towards the skies around 1956 when the company was acquired by German businessman Bernhard Weckenbrock. Among other things Weckenbrock knew how to activate sponsorships and quickly made a name for himself and hummel – not only in Germany but all around Europe. In 1980, the hummel brand and trademark rights were bought by VN Sport from Denmark and thanks to visionary and bold thinking along with the right sponsorships hummel grew to become a force to be reckoned with in the sports industry.
But nothing lasts forever and in the beginning of the 1990s the hummel bumblebee was heading for the ground fast due to financial turbulence. Luckily, everything ended in an emergency crash landing without too many casualties and during the 1990s the company found its feet again and its wings began fluttering again at the wake of the new millennium when the bumblebee started flying into the sphere where fashion meets sports and vice versa. By reintroducing old school tracksuits from the 1970s and subsequently mixing sports with fashion and vice versa in every product line, hummel began gaining ground not only in home markets but also across the Pond when celebrities such as Jennifer Lopez, the Black Eyed Peas, Jessica Simpson, Paris Hilton and many others starting flashing the hummel chevrons.
Round about the same time hummel began sponsoring the Tibetan national football team prior to the team’s game against Greenland which not only caused political turmoil but also put hummel on the lips of every worldwide TV station who were all interested in telling the world the story about little Tibet standing up to mighty China from a political as well as a sports point of view. The sponsorship of the Tibetan team was the first of many Company Karma projects to follow. Based upon an intention of supporting the joy of sports and the wish to give something back to others in need, hummel has since then sponsored projects and teams such as the World Wildlife Foundation, Danish Red Cross, Homeless World Cup, Save The Children alongside the Afghan and Sierra Leonean national football teams. The newest Company Karma project - in co-operation with the Black Eyed Peas - revolves around recycling and the amazing fact that 12 plastic bottles can be converted into 1 playing jersey.
What started out as a two-men business in Eppendorf, Germany has in 88 years grown to become a multinational corporation with activities in more than 40 countries across the world. From Eppendorf to Aarhus, from cleats to Company Karma, from Messmer to Schriver and Stadil. Once they said that bumblebees should not be able to fly but the fact of the matter is, however, that bumblebees do fly as does that quirky Danish sportsbrand from 1923 - higher and more agile than ever before.
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RECENT FACEBOOK POSTS
facebook.comFashion and sport has never been closer! Stay cool and follow the athleisure trend with our new HML Nathan tracksuit. A brand new design, that mixes the fun of the 70s, the coolness of the 90s, and the sportiness of now! Browse here: DK: http://bit.ly/2EQqHkG INT: http://bit.ly/2EcC0ql
Mix fashion and sport with our new HmlNathan tracksuit 💥 It adds a hummel twist to one of the biggest trends of the season and is an affordable way of staying on trend! See the tracksuits and get on board here: DK: http://bit.ly/2EQqHkG INT: http://bit.ly/2EcC0ql
This is not your average tracksuit! Our new HmlNathan suit is based on our old archive designs – but created to be on trend in 2018! With its perfect fit and sporty feel, this new tracksuit is ready to hit the streets 💯 See the two different colors right here: DK: http://bit.ly/2EQqHkG INT: http://bit.ly/2EcC0ql
Our new Nathan tracksuit is right on trend! 👌 Reviving both 70s funk and 90s cool, it’s inspired by our old heritage designs. Deeply connected to the hummel history, these tracksuits have never been more stylish or popular! Get on board and browse them right here: DK: http://bit.ly/2FgertT INT: http://bit.ly/2EcC0ql
Do you know Body Balance - a blend of Yoga, Tai Chi and Pilates? We have talked to Mary Cooper, a Body Balance instructor at the sports resort Playitas located on Fuerteventura, and she shares her insights about Body Balance and what type of training clothes is most suitable for this type of workout. Find out more about body balance and why the HMLFay training set fits perfectly for this workout: INT: http://bit.ly/2E1oUvV DK: http://bit.ly/2EHZUHd
With two diverse, distinct and unique cultures, Japan and Denmark meet in our exciting new collaboration with Japanese sneaker aficionados ミタスニーカーズ (mita sneakers). Created using the classic hummel silhouette of the Marathona – a heritage running shoe – the shoe tells yet another story about the cultural interaction between two proud nations. Explore the Danish Pastry Marathona sneaker here: INT: http://bit.ly/2GJEAle DK: http://bit.ly/2GKD5n5
Congratulations to the German handball star Paul Drux on his birthday today! A true hummel character who shows that you are Defined By Your Actions. Proud to have you part of #teamhummel!
The HMLFay set is the new workout experience by hummel. A comfortable, soft and flexible fit, this stunning grey set check all the boxes needed for a good experience. With its stylish grey hues, it's designed to fit the body perfectly - and to stay in place during workouts or yoga. Learn more about this new set here: INT: http://bit.ly/2E1oUvV DK: http://bit.ly/2EHZUHd
The new hummel x ミタスニーカーズ (mita sneakers) continues the story from the first collaboration, launched in 2016, and investigates the food culture of Japan and Denmark. As the first drop was inspired by both countries’ seafood traditions and salmon, this second sneaker interprets one of Denmark’s most beloved and internationally acclaimed foods: the Danish pastry. Explore the Danish Pastry Marathona here: INT: http://bit.ly/2GJEAle DK: http://bit.ly/2GKD5n5
HUMMEL x 424 This new capsule collection is created by Guillermo Andrade, lead designer of and founder of hyped Los Angeles boutique FourTwoFour on Fairfax. Bringing to vision his own passion for football – and his love for Dutch football and their national team of the last 20 years in particular – the collection merges football silhouettes with a forward-looking approach based in the world of style. Explore the collection here: INT: http://bit.ly/2BFQclI DK: http://bit.ly/2Gs7lCW (online purchase)
Sporty styles giving you a casual look. Styles to wear to and from the gym and on the tribunes. And for chilling on the couch on Sundays. Sporty and cool. Explore our sporty and casual styles here: INT: http://bit.ly/2rMcOBc DK: http://bit.ly/2nlkA0o
Congratulations to Ferran Solé Sala on the gold medal! Like a true hummel player, you show that you are Defined By Your Actions. Proud to sponsor role models like you, that inspire future generations of players! #teamhummel #DefinedByYourActions
PICTURES BY OTHER USERS ON INSTAGRAM
Yup! This place is cool... 🙏🐝 #Hummel #cool #place #Aarhus #buddha #work #life #love #hive #bee #working #inspiration #education #team #teamwork #live #learn #laugh #hummelsport #hwpo
view. 🔆 #denmark #aarhus #office #hummel #sunnyday #whenyoulookoutthewindow #beautiful #view #drivinghome #hamburg #instadaily #instagood #instalike #work #hummelgangontour #trip #mood #picoftheday #follow
Beetje old school, maar welcome to the family! 🙅🏼#neverenough #hummel
#tbt to the time we used our work desks for stretching 💃🏻🎈🎉 #happyhormones #teamspirit #ilovemyjob
#gevaliamoment #cruise #visiting #hq #moustage #snail 🐌
#sugarrush @karinafrimodt 😋
🔵⚪️
Quick look around @hummelsport' showroom at their HQ in Aarhus - new range coming out soon! #hummel #footballshirts #footballfashion #sportsfashion #sportsdesign #manufacturer #denmark #aarhus #århus #madeindenmark @hummelsport @hummeluk #photosnotallowed #onlythisone #goodkarma #christianstadil #sportcsr #másqueunbrand #teamhummel
Flora har idag været på arbejde for Hummel - så spændende 👗👧🏻✌🏻 #arbejdarbejd #hummelkids #littlepeopleagency #modelbarn
Love my job ❤️ #lovemyjob #hårologi #rønsbøl #pandhys #luckygirl #makeup #stylist #hairstyle @kasperlaursen78
2. dag hos Hummel med seje børn og fuld fart på 📸 👫⚽️ #hummel #kasperlaursen
Customized bøjle - TAK hummel 😉 Enhver kunstner/leder optræder jo jævnligt i "manegen" foran et publikum - og med min pænt levende måde at udtrykke mig på, kan jeg godt leve med titlen her 😎 #thanks #hummelsport - #what #a #fantastic #surprise #for #an #artist #or #leader #like #me - #great #karma #all #the #way 🙏🏻
Chauffør for modellen idag🚙💨 👦🏽📸 #hummel #hummelkids #modelbooking #model #boy #picoftheday #proudmom @modelbooking_kids @hummelkids
Dejlig dag på job ❤️ #lovemyjob #luckygirl #pandhys #rønsbøl #hårologi @kasperlaursen78
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