COMPANY KARMA
Company Karma is how we bring our belief to life: Doing business while doing good. For hummel is not about funding change, but helping fulfill it by using our brand, our partners, and the communities around us to make a real difference.
Mental health challenges are rising globally and affect how people connect, cope, and thrive in everyday life. That’s why creating change through sport, where people feel a sense of belonging and connection, is more important than ever. Through hummel Company Karma, we support initiatives that strengthen these communities and address real societal needs.
And maybe your local community needs a helping hand?
OPEN CALL TO YOUR COMMUNITY
Through this open call, hummel supports initiatives where sport brings people together, where community matters more than performance, and where dedicated local champions work to create safer, more inclusive and positive environments.
We focus on supporting communities where initiatives already exist. Rather than donating money, we believe the greatest impact comes from strengthening and growing efforts already driven by passionate local people. By contributing through partnerships, visibility, products, and experiences, hummel can help amplify the work that is already creating positive change in communities.
WHAT CAN YOU APPLY FOR?
Selected initiatives receive tailored support; examples are shared below. Together, we agree on what hummel support will look like in practice. To inspire more people to use sport as a driver for wellbeing and community, we share your story on hummel.com and potentially across our other channels. These we call Untold Stories.
Your participants become part of hummel KARMA UNITED - a unique community connected through sport and positive impact.
Inspirational talks combined with community/match experiences
Upgrades to facilities etc.locker room, or social spaces to create safer environments
hummel sportswear and equipment to strengthen team identity
Workshops or expert sessions on mental wellbeing and healthy sports culture
UNTOLD STORIES
Through Untold Stories, part of Karma United, we strengthen clubs and communities, give a voice to those who are not usually heard, inspire more people to use sport as a powerful tool for well-being and mental health, and highlight how hummel makes a difference through apparel, experiences, and visibility.
SUBMIT YOUR APPLICATION HERE
We are interested in learning about the challenges your local community may face, but most importantly, the solutions you have already begun to implement.
We are looking for initiatives that use sport to strengthen wellbeing and connection, and that are already making a positive impact in your community.
Follow these steps to apply:
Send your application
Email media@hummel.dk and include:
- A short description of your project or community
- Who you are - and who you make a difference for
- The challenge you are currently facing
- The opportunity you see for strengthening wellbeing or community
- What you are applying for
- What the support would concretely enable you to do
Hear from us
Applications are reviewed on an ongoing basis, and we value every application.
Projects that are not selected will receive a discount code for hummel.net as a thank you for sharing your story.
Activation
Selected cases receive tailored support and are featured as an Untold Story on hummel channels.
KARMA PROJECT ARCHIVE
Over the years, hummel has built a solid portfolio of Company Karma projects on the same belief: Sport can create belonging, wellbeing and positive change. We continue that commitment. And the next story could be yours.
