After more than two decades away, hummel is back on Italian soil. The Danish sportswear brand has announced its return to Il Bel Paese through a new deal with Serie C side LR Vicenza — a club steeped in tradition, passion, and cultural identity.
For hummel, Italy has always carried weight within its footballing DNA. The brand previously graced the shirts of Udinese, Hellas Verona, and Chievo Verona during the 90s, leaving its mark on some of calcio’s most evocative years. Since that last appearance with Chievo in 2000, the company shifted its focus to strengthening ties elsewhere in Europe — with headline partnerships at Werder Bremen, FC Köln, Real Betis, and Celta Vigo building a strong continental presence.
Now, 25 years on, hummel is writing a new chapter in Italy with Vicenza.
“After some years away from Italy, we believe the moment has come to return,” explains hummel CEO Lars Stentebjerg. “Italian football is full of passion, tradition, and unique culture – values that align perfectly with hummel. Vicenza represents exactly the kind of partnership we are looking for: a club with history, character, and an authentic connection to its community.”
The move is less about the league table, more about cultural resonance. While Vicenza currently competes in Serie C, the club’s role within Italian football runs far deeper than its current status. Stentebjerg adds:
“It’s never just about the division. Serie C might not be the topflight, but Vicenza is a historic club with one of the most passionate fan bases in Italy. That cultural weight and connection with people are far more important than the league table. We believe Vicenza has everything it takes to grow stronger both on and off the pitch, and we are proud to be part of that journey from the ground up.”
For hummel, the partnership is both a homecoming and a statement of intent. Vicenza, with its iconic red and white stripes and fiercely loyal supporters, embodies the type of identity-driven collaboration the brand has become known for.
And this is only the start.
“Italy is a country with extraordinary football tradition, and we see great potential here,” Stentebjerg reveals. “That said, we are very selective — for us, it’s about quality, not quantity. Vicenza is the first step, but we are already exploring opportunities in higher leagues. We can’t share details yet, but something big is cooking.”
With Vicenza, hummel has found more than just a partner — it has rekindled its bond with one of football’s most romantic landscapes.
Great to have you back in Italy, hummel.
