Hummel launched a new marketing campaign at this year's summer edition of the Bread & Butter show in Berlin. The title of the campaign, which is aimed to be ongoing, is “Change the world through sport.” The campaign will be communicated and activated across major international events and activities such as the Roskilde Festival in Denmark, through print and online advertising as well as POS materials. With the campaign, Hummel wants to place attention on its heritage as a sports brand and its “Support Change” projects in Afghanistan and Sierra Leone, such as the football festival in Kabul, which took place in Afghanistan in April this year, or the sponsorship of the football teams Karma United and the Amputee Team in Freetown, Sierra Leone. The campaign also includes a game app for smartphones, which offers users the opportunity to visit Hummel's sponsorship football clubs. Once the user completes the digital tournament, Hummel will send a football to sports schools in Sierra Leone. Along with the Roskilde Festival, Hummel is going to organize a big soccer tournament only for women.

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