Hummel
Thornico Group · Denmark
Hummel is a Danish sportswear brand that began in Hamburg in 1923 and is now headquartered in Aarhus. Part of the Danish Thornico Group since 1999, it is best known for football and handball kits and for its bumblebee name and logo.
| Founded | 1923, Hamburg |
|---|---|
| Founders | Messmer family |
| Owner | Thornico Group (since 1999) |
| Headquarters | Aarhus, Denmark |
| Core sports | Football, handball |
| Segment | Team sportswear and footwear |
| Website | hummel.net |
What is Hummel?
Hummel International Sport and Leisure makes sportswear and footwear with roots in football and handball, and also supplies apparel for basketball, volleyball, futsal and other sports, as well as lifestyle collections. It is headquartered in Aarhus, Denmark, and belongs to Thornico, an Odense-based group that lists Hummel in its Sport and Fashion area.
History
The company was founded in Hamburg in 1923 by the Messmer family as Messmer and Co., and introduced football boots the same year. 'Hummel' is German for bumblebee, which explains the logo. In 1956 Bernhard Weckenbrock took over and moved the base to Kevelaer, and the business subsequently became Danish. Hummel joined the Thornico Group, founded by Christian and Thor Stadil, in 1999. The company reported revenue of 1.858 billion Danish kroner for 2021.
Products and positioning
Hummel occupies the mid-market of team sportswear. Kits, training wear and handball shoes form the core, while retro-styled sneakers and leisure apparel extend the brand into fashion retail. It has supplied national and club teams in several sports and in 2016 designed a hijab-friendly kit for the Afghanistan women's national football team. In 2025 it signed a multi-year league-wide partnership with the Canadian Premier League.
Business model and distribution
Most sales come through teamwear dealers, sporting goods stores and fashion retailers in many countries, complemented by direct online sales. League and club partnerships generate visibility and a steady volume of replica and training wear.
Why it matters
Hummel is one of the main European challengers to the global giants in team sport, particularly in handball. As part of a privately owned Danish conglomerate, it also shows how a mid-sized sportswear brand can compete through niche sports and club relationships.
Frequently asked questions
Who owns Hummel?
Hummel is owned by the Danish Thornico Group, a privately held conglomerate founded by Christian and Thor Stadil. The brand has been part of Thornico since 1999.
Is Hummel German or Danish?
Both, historically. Hummel was founded in Hamburg, Germany, in 1923, but it later became Danish and is now headquartered in Aarhus, Denmark.