Developed in 2005, 'Jeg har Karakter' is a concept that will be instrumental in defining the direction for hummel today and in the future. Consequently, all hummel products are made in order to express their own story and unique character and the same goes for every team and individual player who wear apparel and footwear with the hummel trademark chevrons. These teams and players are meticulously chosen - not due to size and worldwide fame but according to uniqueness, character and will to win.

Ajax and Denmark winger Dennis Rommedahl is one of the many footballers wearing hummel. Rommedahl has been with hummel since 2005 and is presently one of the most experienced in the Danish national team with more than 75 NT games and 15 NT goals under his belt.

2007/2008 Danish Superliga champions AaB are one of the hummel football flagships. Having just qualified for the group stage of the UEFA Champions League, hummel and AaB are looking forward to getting maximum chevron exposure at the big football arenas around Europe.

Among hummel's top handball sponsorship teams you'll find 2005 German cup-winners SG Flensburg-Handewitt whose roster includes several of the game's biggest stars, among these Danish internationals Michael Knudsen, Lasse Boesen and Lars Christiansen, Swedish national team keeper Dan Beutler, Icelandic Olympic Games runner-up Alexander Petterson and Norwegain international Johnny Jensen.

Two of the most prominent stars from the Danish handball mens national team, Lars Christiansen and Joachim Boldsen, have personal footwear contract with hummel. Both players are used very actively in terms of product development as well as hummel handball campaigns. National team game and scoring record holder Lars Christiansen even has his own hummel store in the trendy Hamburg neighbourhood Schanzen - www.hummelhamburg.de

Florian Kehrmann is the obvious right wing choice with his club TBV Lemgo and in the German national team. He has celebrated great triumphs with both teams such as the German Championship and 1st place at the 2004 European Championships. Besides being known for his excellent performances on the court, Florian Kehrmann is active off the court as well. Kehrmann is one of the many German sports stars featuring in a nationwide anti-drugs campaign. Previous to that Kehrmann worked at a home that cared for children with drug and alcohol problems.

During the past couple of years hummel has received a number of awards and nominations from both the sports and fashion world for unique, different and revolutionary designs. These recognitions we owe, to a large extent, to the vast number of charismatic hummel ambassadors wearing our apparel and footwear across the world.