HUMMEL BRAND HISTORY 1923 Albert Messmer develops one of the first football cleats in the world. With his brother Michael Ludwig Messmer, he founds the company Messmer & Co., that will go on to become known as hummel. 1970 hummel is introduced to the Northern European market. 1956 The visionary Bernhard Weckenbrock takes over the company. He creates a comprehensive brand identity and introduces the chevrons. 1969 The first sportswear collection is launched. Sponsorships are signed and help boost sales. A rounder version of the bumblebee than the current one is created. Bernhard Weckenbrock 1968 The first sponsorship deal is signed. The deal is with Duisburg, a team playing in the 2nd German Bundesliga. 1979 hummel signs a sponsorship deal with the Danish national team for the first time – a deal that lasts until 2004. 4 1988 hummel signs a sponsorship deal with Real Madrid and the club’s biggest star, Emilio Butragueño. The deal makes hummel products even more popular. Emilio Butragueño
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