hummel Marks Italian Comeback With LR Vicenza Partnership
After a 25-year absence, Danish sportswear brand hummel has returned to Italian football. The company announced a new partnership with Serie C club LR Vice
After a 25-year absence, Danish sportswear brand hummel has returned to Italian football. The company announced a new partnership with Serie C club LR Vicenza, a team known for its deep-rooted traditions and passionate fanbase.
A Brand Reconnecting With Italian Football
hummel’s history in Italy dates back to the 1990s, when it supplied kits for Udinese, Hellas Verona, and Chievo Verona. That era left a lasting impression on calcio before the brand shifted its focus to other European markets, securing high-profile deals with Werder Bremen, FC Köln, Real Betis, and Celta Vigo. Now, a quarter of a century after its last Italian appearance with Chievo in 2000, hummel is back in the country with Vicenza.
Cultural Fit Over League Standing
The partnership prioritises shared values over division status. hummel CEO Lars Stentebjerg explained the reasoning behind the move.
“After some years away from Italy, we believe the moment has come to return,” he said. “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.”
Stentebjerg emphasised that the club’s Serie C status does not diminish its significance.
“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.”
A Homecoming With Ambition
For hummel, this deal is both a return and a statement. Vicenza’s iconic red and white stripes and fiercely loyal supporters make it an ideal partner for a brand that values identity-driven collaborations.
The partnership also signals the start of a broader Italian strategy. Stentebjerg hinted at future plans.
“Italy is a country with extraordinary football tradition, and we see great potential here,” he revealed. “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 rekindled its bond with one of football’s most romantic landscapes.
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