In 2023, we were tasked with celebrating a century of Hummel. The elephant in the room: 'Why would anyone know, or care,
about their 100th anniversary?'. The reality was, Hummel were seen by a new generation of consumers as an uncool handball brand their dads used to wear.
So instead of writing a brand manifesto no one would care about, we thought… ‘ Fuck it, let’s dance!’.