Since 1923, Hummel has built a distinctive identity around its recognizable visual language, bold colours and strong connection to sport, fashion and team culture. What began as a two-person business in Germany has grown into an international sports brand with activities across more than 35 countries worldwide.
Hummel is already successfully established in Japan and South Korea and is now looking to expand further across the Asia-Pacific region. The objective is to strengthen the brand’s presence in selected strategic markets by identifying partners with the local market knowledge, capabilities and ambition required to support long-term growth.
To support this expansion, Hummel International appointed AsiaCorp to help identify and engage strong strategic license partners across key Asia-Pacific markets. The assignment focuses on finding suitable local partners that can represent the brand effectively and support its continued development across the region.
AsiaCorp’s role is centered on license partner identification and market-entry support, drawing on its regional network and experience across Asia-Pacific. As the assignment remains ongoing, the current focus is on identifying the most relevant opportunities and connecting hummel with potential partners capable of driving further regional expansion.