The Danish sportswear brand hummel has signed a historic multi-year agreement with the US football club Carolina Core from MLS Next Pro, positioning hummel as the first non-Adidas brand to join the MLS ecosystem since its inception in 1996.
Throughout its almost three-decade history, the top tier of Major Soccer League (MLS) has been an exclusive domain for sports brands, with Adidas holding the sole kit supplier rights across all clubs, courtesy of a league-wide agreement.
Now, nearly 30 years since its inception in 1996, the Danish sportswear brand hummel breaks through as the first non-Adidas entity to integrate into the MLS ecosystem. This historic move follows the signing of a multi-year agreement with Carolina Core from MLS Next Pro.
“We are excited and proud to announce a historic partnership with Carolina Core. This move not only symbolizes a significant milestone for hummel but also represents the beginning of a new era for our journey within the US market. We see great opportunities in the market, and with strong focus on innovation and quality, this marks a huge step in our growth journey, specifically emphasizing our signature offering of unique jerseys and custom merchandise. We look forward to setting new standards alongside Carolina Core and leaving an indelible mark on the vibrant landscape of MLS,” says hummel CEO, Allan Vad Nielsen.
hummel, an internationally renowned sportswear brand celebrating its 100th year anniversary, is known for its iconic bumblebee logo and chevrons that are currently featured on numerous globally recognized teams including the Danish National Team, the English Premier League’s Everton, the Bundesliga’s Werder Bremen and 1. FC Köln and La Liga’s Real Betis.
Carolina Core now joins these sides, and other USL Championship and League One clubs, as part of hummel’s massive global portfolio.
“We are excited to partner with hummel as our Official Apparel Provider for the coming years. It is paramount to our organization’s success to work with a global brand that gives us the ability for full customization of our team kits. That said, it’s an honor to be added to the list of well-respected clubs currently partnering with hummel throughout the world,” says Andy Smith, President of Carolina Core.
The new agreement will see hummel provide Carolina Core with bespoke training and travel wear.
