Inside Hummel: Insights into the sports brand’s offensive strategy

Hummel aims to move out of the red. The Danish sportswear company – originally from Germany – has adjusted its structure to go on the offensive. While the group isn't a major player like Adidas, Nike and the like, it still plays in a higher league than local team sports specialists, explains CEO Lars Stentebjerg. That's why Hummel also wants to grow in large markets like the US and China. FashionUnited took a look around the brand’s headquarters in Aarhus and peeked behind the scenes.