Where sport begins

Iconic sports brand hummel is working to regain its position as the Danes’ preferred sports and lifestyle brand with a number of high profiled football club sponsorships. To turn sponsorships into a sales increase, hummel wanted to create a unique shop-inshop universe.

The sponsorships bring hummel back on people’s radar and reignites the brand’s strong national heritage with the Danish audience.

Turning this attention into sales calls for a shopping experience that leverages people’s sympathy without being nostalgic. hummel should match the big international sports brands while holding on to its national heritage.

We wanted to awaken people’s sympathies for hummel in contemporary way. To make hummel stand out instore and stand for something that people recognise and can relate to.

The changing room is the starting point of all sports. A place everyone recognises from their own life. In other words; A changing room is the perfect way to display hummel and make people experience the brand’s collection.


  • Concept development
  • Design of shop-in-shop
  • On site construction
  • POS