hummel – a century-old Danish sports brand – has always been rooted in football. Guided by its iconic bumblebee emblem, the brand champions the belief that sport can change the world. Under the theme "Power of Dreams: Buzzing on the Pitch," hummel has created an immersive football pop-up that blends its signature bumblebee symbol with a century of football heritage. Nestled in the city streets, this pop-up is a grassroots dreams cape where football aspirations meet everyday life. "Buzzing" speaks to the collective energy of football fans, while "on the Pitch" captures the spirit of the game, youth, and dreams – bridging the gap between professional stadiums and urban culture.
Founded in 1923, hummel launched its first football boot under its own name, marking the start of a lasting journey. In 1974, the bumblebee was adopted as the brand's visual symbol, embodying the belief that dreams can turn the impossible into reality. hummel's legacy includes sponsoring the Danish national team during their legendary 1992 European Championship victory, and serving as kit supplier for top European clubs such as Real Madrid, Tottenham Hotspur, Werder Bremen, Real Betis, and Sunderland. In 2026, hummel entered the Chinese football market, partnering with domestic clubs including Shenzhen Youth, Lanzhou Longyuan Athletic, Tai'an Tiankuang, Dalian Kewei, and Guangdong Chenxing Juli – honoring the millions of football dreamers across China.
Located at 34 Yanqing Road in Shanghai, the "Power of Dreams: Buzzing on the Pitch" pop-up features four zones: "Echoes of the Century" traces the brand's football history with memorabilia and stories; "Global Resonance" displays jerseys and collectibles from international club partnerships; "China Now" spotlights domestic club collaborations; and "Buzzing Moment" offers interactive challenges like ball-juggling and precision shooting, inviting visitors to experience the joy of the game firsthand.
Breaking away from traditional stadiums, this urban pop-up turns football into a lifestyle open to everyone. hummel invites all who share a passion for the game to step in and feel its unique energy. One person's love may be a small spark, but when countless hearts come together, they resonate as one – like a hive in full voice. That is the power of sport, and the team spirit and inclusivity that hummel has always stood for.
This pop-up marks a new chapter in hummel's evolution from a professional football brand into a youthful, lifestyle-oriented label. Through this immersive experience, consumers can connect with hummel's heritage and build a deeper brand affinity. Looking ahead, hummel will continue to bring together dreamers, letting the bumblebee's fearless spirit buzz through city streets and the passion for football flow through daily life. From pitch legends to urban scenery, hummel believes that dreams shine brighter when shared – and that love for the game grows stronger when we come together.
