On home turf, Denmark-based sportswear business Hummel is as common a fixture as Nike or adidas. In its heyday, the brand best known for inventing the studded football boot in 1923 kitted the likes of Tottenham Hotspurs and Real Madrid. However, despite turning out quality athletic gear for almost a century, outside Scandinavia Hummel remains an underdog.
Now the brand is getting ready to make its mark on the footwear world once again with the launch of Hummel Hive: a collection of sports-inspired sneakers. The debut line-up, which takes influence from the brand’s 90-year archive, includes a range of high, low-top and runner styles, all carrying Hummel’s soon to be famous again chevron logo.