In a time when global sports retail is becoming more centralised and competitive, hummel and SPORT 2000 International are taking a different approach. Their partnership is built on shared values, customer closeness, and deep specialisation. Together, they aim to redefine what modern sports retail looks like.
“Even with all the digitalisation, consumers are gravitating back to physical stores that offer real human interaction and expert advice,” says Henrik Svenning, CCO at hummel. This shift highlights the importance of close partnerships between brands and retailers. While hummel brings innovation through close collaboration with athletes, SPORT 2000 offers a strong retail network and local expertise. It’s a powerful combination that delivers value to consumers.
Seasonal shooting by SPORT 2000 & hummel
According to Svenning, strong partnerships like this are key to keeping brick-and-mortar sports retail relevant. hummel also stands out for its clear brand identity. “We’re not trying to copy the industry giants,” adds Simon Foss Jensen, Head of Go-to-Market at hummel. “We take a more creative and emotional approach, telling real stories instead of just pushing products.” This strategy builds loyalty—both with retail partners and with consumers.
A Century of Team Sport Experience
hummel’s legacy in team sports began over 100 years ago with its first football boot. Today, the brand is present in top leagues like the Bundesliga and Premier League, as well as countless amateur clubs around the world. “Football is still our strongest link to the sports world—and a market full of opportunity,” says Svenning.
hummel is also committed to growing the visibility of women’s football. The upcoming UEFA Women’s EURO 2025 in Switzerland is a key moment. “With tailored collections and focused campaigns, we want to support the game and contribute to social progress,” he adds.
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Leading in Indoor Sports
Handball is another core focus for hummel—especially in Europe, where the sport has deep roots. Unlike the global football market, indoor sports offer regional variety and exciting growth opportunities. “Handball is our top indoor priority,” says Foss Jensen. hummel is investing in innovative footwear and aiming to be the go-to partner for specialist retailers. “We see ourselves not just as a supplier, but as a true market co-creator,” he explains. The brand also plans to grow its presence in other indoor sports in the coming years.
A Partnership Built on Shared Values
What makes the partnership between SPORT 2000 and hummel so effective is their shared mindset. Both are committed to being close to their customers, offering real expertise, and building meaningful relationships. “Our collaboration is based on open communication, trust, and a shared goal of long-term growth,” says Svenning.
For both brands, sport is more than just business—it’s a force for good. “We believe sport has the power to improve lives,” he says. That belief drives a partnership that’s authentic, future-focused, and ready to shape the next generation of sports retail.
Henrik Svenning – CCO at hummel
Simon Foss Jensen – Head of Go-to-Market at hummel
Picture Rights: SPORT 2000 International GmbH / hummel
