Sportswear aficionados were treated to a special showcase when HUMMEL, the iconic brand known for its deep roots in both football and fashion, announced its official launch in the Middle East. Guests at Alserkal Avenue last Friday were given a glimpse of the timeless styles that have shaped the brand’s legacy. These were brought to life through a captivating ramp walk, showcasing HUMMEL’s journey from the football pitch to the streets. The brand’s launch in the region also featured a fashion walkthrough, customisation experiences and a host of surprise activations. This included their wide range of football sponsorships, including Denmark, Everton, Real Betis and FC Koln. With more than a century of heritage, HUMMEL has become synonymous with innovation, style and cultural impact. Now, HUMMEL brings its iconic chevrons and bold designs to the region, marking a new chapter in its storied history. For decades, HUMMEL has stood for more than just sports. From football fields to streetwear, the brand’s iconic silhouettes have been embraced by athletes, cultural pioneers, and trendsetters worldwide. The Middle East launch celebrates this fusion of sport and culture with an exciting campaign that spotlights HUMMEL’s commitment to performance, style and individuality. The campaign for HUMMEL’s Middle East debut will feature top athletes, influencers and creatives from the region, who have helped shape the region’s vibrant sports and cultural landscape. With each narrative, HUMMEL pays homage to the visionaries who continue to push the boundaries of sport, fashion, and community. As HUMMEL steps into the Middle East, fans can expect exclusive collaborations, regional partnerships and a continued commitment to empowering individuals to express themselves through sport and style. HUMMEL products will soon be available at all leading retailers across the Middle East. Instagram: @hummelMENA About HUMMEL Founded in 1923, HUMMEL is one of the oldest sportswear brands in the world, known for its iconic chevrons and innovative designs. With a mission to inspire confidence through style and sport, HUMMEL continues to be a leader in the fusion of sport and culture.

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