The Hummel brand never left
Hummel has been part of sport for over 100 years. A brand that lives in people’s memories. From local pitches to Willem II’s Champions League qualification in 1999. After more than 30 years of licensing, Hummel is taking full control within the BNLX region. From 1 January 2026, the brand will serve the Dutch and Belgian market with its own local organisation.
In collab with
Merlijn Bax
Role
Client Lead & Creative Producer
Brief: create a 90-days go-to-market plan for Hummel, starting from the moment the brand independently serves The Netherlands and Belgium, from 1 January 2026.
Everything Hummel stands for is built on team effort: playing together, growing together, making memories together. Not as individuals, but as a team. Or in their own words:
“Our character is defined by joint team effort. We are challengers that won’t conform.”
At the same time, grassroots is the DNA running through the brand. Hummel wants to give athletes and fans the tools to create new memories. No matter the level.
So how do you turn that into something real?
An away match where GVVV visits Dutch powerhouse PSV Eindhoven is the perfect moment to show what it means to stand side by side with teams regardless of status or spotlight.
We captured that day for players and fans through the lens of Milan Camiel. A story about shared effort, pride, nerves and the kind of memories you don’t forget. And as a brand, you tell a story in stead of using stock photos.
This is just the beginning. A first step in a series of initiatives that will keep bringing Hummel back to where it belongs: with the teams, with the fans and in the heart of the game.
