WE’RE ON A NEW JOURNEY DEAR HUMMEL PARTNERS, The 2018 Sport Catalogue marks an exciting time in hummel’s long and proud history. You will notice the changes in layout, visuals and text – and this is a strong reflection of the journey we’re on as a brand right now. With Allan Vad Nielsen as the new CEO of the company, hummel will be further developing, continuing and building upon its relationship with all of you – our strong and important partners. Sport is at the core of hummel. The passion it brings, the opportunities it provides, the joy it creates. Sport has always been about the social aspects for hummel – the tireless players and enthusiasts on the pitch, in the club and in the communities. We cannot do it without close partnerships and collaborators – whether its retail partners, clubs, teams or players. This is, and will always be, the foundation of hummel and a cornerstone in our expansion process. We believe that we can Change The World Through Sport. This belief has been at the core of hummel for years – and will continue to be expanded. We want to be known as the world’s most social sports brand – it’s the distillation of all our values and foundations, and is expressed in our Company Karma strategy. This differentiates us as a sports brand, improves the quality of life for people around the world, and connects even more people through the social aspects of sport. After all, sport is nothing without enthusiastic people. That’s why we keep creating and designing new products. And as you can see on the following pages, we have worked hard to bring only the best and most enticing products to all of you – our partners. 5
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