Fashion
For more than a century, Hummel has believed that sport can change the world. Founded in 1923, the Danish sports and lifestyle brand has grown through decades of evolution, from humble beginnings on muddy football fields to becoming a global name present in over 35 markets.
But Hummel’s journey has never been just about performance. Shaped by Danishness, teamwork, and courage, the brand has built a legacy around authenticity, equality, and inclusion - principles that still define how they do business today. Their mission is simple: to change the world through sport and to grow their business so they can do more good.
As Hummel celebrated its 100-year anniversary under the theme “History is what we do now,” the focus turned forward - toward new ways of working, smarter data flows, and a digital foundation that can support the company’s next hundred years.
From Legacy to Leadership
Inside Hummel’s headquarters, that evolution starts in the IT department. Jens Engelbrett, IT Director at Hummel, and Astrid Uttenreitter, responsible for projects and integrations, work behind the scenes to ensure that systems, teams, and suppliers all move in sync.
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“Delogue gives us a good place for our product development teams to work closely with vendors and suppliers. And with the integrations we’ve built to our other systems, collaboration has become much more seamless.”
Astrid Uttenreitter, Teamlead PMO, Hummel
What began as a product management platform has become a central workspace for connection where design, sourcing, and supply chain meet in one transparent environment.
Building a Connected Future
As Hummel’s business and data ecosystem expands, the need for integration grows too.
"I’m hoping that we can develop Delogue to be a more integrated part of our IT system landscape based on the new API functionality that we can get from your platform,” says Jens. “But also with some of the new ESG key things that can help our CSR department with the new rules and data demands we have from customers."
Astrid adds that new technology plays a big part in that vision:
“At Hummel, we are working a lot with AI, automation, and agents. So we also think thats a good part in that solution to have some standard protocols, so we can integrate AI agents that also can talk into the Delogue platform as well as across other Hummel systems.”
Together, their focus is clear: to create a setup where data moves freely, systems speak the same language, and digital tools reinforce rather than complicate the workflow.
Responsibility by Design
With growing expectations around transparency, ESG, and compliance, Hummel sees technology as a key enabler in meeting those challenges.
“Delogue should be one of the key roles in that agenda,” says Jens. “We need to have a platform that’s well designed for the demands from the industry for the entire CSR and ESG agenda.”
That requires not only systems but strong communication.
“The communication with suppliers is a key point in all of these demands because we need the data somewhere, getting it somewhere,” Astrid explains. “This should also be a platform for the suppliers to type in all the data regarding the products.”
By keeping suppliers close to the process, Hummel ensures that data collection becomes a shared responsibility and that responsibility remains visible across every link in the chain.
Looking ahead
For Hummel, the goal isn’t to build more systems it’s to build smarter ones.
“From an IT perspective, success with Delogue would mean a total open API approach to the platform so data can flow into our systems and the other way around,” says Jens. “At Hummel, we’re using a big data hub with all our master data. We need systems that have an open API approach to integrate with that.”
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“The world moves so fast now that we are constantly being asked to implement new systems or new data points. We need to be able to connect these seamlessly and fast. So the open API is very, very valuable for us.”
Astrid Uttenreitter, Teamlead PMO, Hummel
For Hummel, integration is not just a technical ambition it’s the backbone of how they plan to stay agile, transparent, and connected in the years ahead.
Creative Freedom, Backed by Structure
When Delogue’s team, including Head of Communications and ESG Expert Anja Padget, Head of Customer Success, Ulla Bang Jørgensen and CEO Jonas Midtgaard - visited Hummel’s headquarters, the goal was simple: alignment.
“We are here to visit Hummel, our long-time customer,” said Jonas. “And we are here to align our expectations and roadmaps. It’s always good to get reassurance on our course and what we are planning so when we have a key customer like Hummel loving what we are bringing to the table, then you know you’re on the right track.”
The visit reinforced what the partnership has always been about: collaboration, transparency, and a shared belief that progress happens best when you build it together.
Where Legacy Meets Innovation
From its early days on the football pitch to today’s digital workflows, Hummel has always believed in teamwork. The players may have changed - now they include developers, IT leads, and sustainability specialists - but the goal remains the same: move forward together.
With Delogue PLM, Hummel is continuing that legacy - connecting systems, people, and purpose into one seamless, responsible way of working.