Over the years, Hummel has established itself as a significant player in the world of sports equipment and apparel, forming notable partnerships with major sports clubs and personalities, including the Danish national football team and SC Flensburg-Handewitt. Since January 2024, Hummel has also collaborated with sports enthusiast and influencer Patricia Thyberg, @patriciathyberg.

This partnership between Hummel and Patricia demonstrates how a brand and an influencer with shared values and interests can create a strong and authentic collaboration.

The partnership has led to successful marketing initiatives, including both online and in-person activities. Content has been shared across their Instagram profiles, and training events have been held in both Copenhagen and Aarhus.

The collaboration between Hummel and Patricia Thyberg proves how a shared passion for sports and community can create meaningful experiences for followers and customers alike. With a focus on fitness and wellness, they’ve engaged their audience through both digital content and physical events.