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hummel
hummel
Well known in the UK for their teamwear,
there’s a lot to the hummel brand as Paul
Clapham finds out…
I
t is tempting to ascribe the origins of recognise that in the sports and fashion world chance to make it. As Hoddle stresses, from his
hummel to Hans Christian Andersen and standing still is not an option. time at Chelsea he was aware that young players
begin with “once upon a time…” A German The company’s heritage in the UK is firmly based develop physically and mentally at different speeds,
shoemaker watching a local football game on on teamsports and football has always been and but the academy system is necessarily unforgiving
a rainy day in 1923 realised that if he put always will be a key part of the business. The of that. Hoddle’s academy takes some of those
cleats on the bottom of his shoes, the players portfolio of teams has in the past included some lads off football’s scrapheap.
would be better able to stand up and so play major names – Tottenham, Real Madrid, hummel are closely involved with GHA,
better. The name he chose for his cleated Feyenoord and Sunderland as well as the Danish supplying match and training kit. Gary Bright has a
shoes, hummel, is German for bumble bee, national side. Gary Bright, UK Teamsport Manager long history with Hoddle, working for him in his
inspired by the fact that the bumble bee’s says that the company is stronger than ever in this sports retail stores and developing the link with his
weight ought to make it unable to fly with its sector, holding stock from the release of the academy. Via GHA, hummel has achieved a lot of
flimsy wings, but somehow it does; likewise catalogue in January throughout the year. He media coverage this year, including Sky Sports,
players ought to be unable to stand in some stresses that this offers retailers a cashflow safety BBC, Daily Mail, Daily Telegraph and Football Punk.
conditions but, with hummel boots, somehow valve, particularly relevant in the present Bright says, “Our sponsorship is synonymous
they could. The company’s fashion products commercial climate. with the hummel approach, focused on grassroots,
still carry a bumble bee logo and the hummel say that this year their range of football not done for immediate impact or quick financial
teamsports range carries the chevron from boots “outsold even our expectations.” Bright gain but working closely with one of our ex-
the back of the bee. credits this success to a number of basic virtues: sponsored players and, maybe, one of the GHA
Brand origins rarely have such cute stories classic styling, a well made product, good price members will be the new Glenn Hoddle.” Every
attaching to them. Nor do many brands have as points and excellent margin for the retailer. serious football fan (regardless of tribal sympathies)
many firsts attached to them. It is the oldest hummel also take a long-term view, recognising will recognise that Hoddle’s playing and
teamsport brand in the world; it was the first that stocking levels are a classic retailer headache. management career was focused on skills and
company to put a cleat in a shoe; it was the first Says Bright, “If a range ain’t broke, we don’t fix it, expertise – aiming to deliver a quality product.
company to put rubber soles on trainers. The meaning that retailers can order in smaller Doesn’t that reflect how the independent sports
company is still moving forward because they quantities, knowing that we will keep the boots in retailer operates?
stock for a couple of seasons.”
Gary also admits that, despite his best efforts, a
lot of retailers are unaware of the hummel
proposition and heritage. The brand is deeply
embedded in football culture and stresses quality
and function ahead of fashion. That’s bang central
to the independent sports retailer’s proposition to
a customer.
All of which brings us to Glenn Hoddle, former
Spurs and England star as well as manager of
Chelsea and England (as if you’d forgotten).
What’s he doing now? Running the Glenn Hoddle
Academy (GHA) is what. Check out the full story
on the web, but it’s a clever idea: lads who, for a
variety of reasons, have not progressed beyond
apprenticeships with academies, get another
24 SGB SPORT AUGUST 2009
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