AFC Bournemouth's record-breaking partnership with Hummel is about more than new kits. A visit to the Danish brand's headquarters reveals a rich footballing heritage, an underdog mentality that mirrors the Cherries, and a bespoke approach that promises supporters something truly unique for 2026/27.
After AFC Bournemouth's extravagant ice-melting reveal of Hummel as the club's new kit manufacturer, to celebrate the partnership, club legend Steve Fletcher visited their headquarters in Aarhus, Denmark, where Sponsorship Marketing Lead Jonas Johansen offered a glimpse into the company's heritage, values and what Cherries supporters can expect when the new kits are unveiled.
With the news that the first kit reveal could be happening before next weekend, Hummel's introduction it marked the beginning of a long-term partnership with one of football's most recognisable sportswear brands, whose iconic chevrons have adorned the shirts of some of the game's biggest clubs and international sides.
While Bournemouth are the latest club to join Hummel's growing Premier League portfolio, Johansen insists every partnership is treated individually. The deal replaces Umbro, who previously designed Bournemouth's kits for five seasons.
"The shirts you will wear next season are not something you will find in our catalogue. Our designer has done so much research in your area, with your fans, to really get to know Bournemouth. They're unique jerseys created specifically for your club."
That bespoke approach is central to Hummel's identity.
Founded in 1923, the Danish company has spent more than a century building a reputation as one of football's most distinctive brands, supplying the likes of Real Madrid, Tottenham Hotspur, Aston Villa, Everton, Benfica, Feyenoord and Southampton, alongside the Danish national team.
Walking through the company's "Hall of Fame", Fletch was shown shirts from Denmark's unforgettable Euro 1992 triumph, iconic World Cup kits from the 1980s and even the club's spell as Real Madrid's supplier during the early 1990s.
But for Johansen, the company's story extends beyond football.
At the entrance to headquarters sits a large Buddha statue, representing Hummel's "change the world through sport" philosophy.
Club legend Steve Fletcher visited Hummel's headquarters in Aarhus, Denmark"It's about doing good while doing business," Johansen said. "It's the positive boomerang. You send something positive out into the world and it comes back."
That ethos has influenced projects such as creating the first football kit to incorporate a hijab for the Afghanistan women's national team, while the company continues to invest heavily in community initiatives across the world.
The famous bumblebee logo also carries a symbolic meaning.
"Hummel means bumblebee in German," Johansen explained.
"The bumblebee wasn't supposed to be able to fly, but it does anyway. That's why we've always seen ourselves as the underdog."
It's a comparison that Fletch suggested fits Bournemouth remarkably well.
Having enjoyed unprecedented success in recent seasons, the Cherries have built a reputation for upsetting clubs with far greater resources - something Hummel believes makes the partnership a natural fit.
Supporters can also expect the relationship to extend far beyond matchday shirts.
Alongside bespoke home, away and third kits, Hummel showcased extensive training ranges, lifestyle clothing and academy apparel, all of which can be tailored exclusively in Bournemouth's colours.
"We really look forward to being part of your amazing club," Johansen told Fletch.
If the passion displayed throughout the tour is any indication, Bournemouth's new partnership looks set to be about far more than simply producing next season's kit.
