European esports organisation Team Vitality has announced a three-year partnership with Danish sportswear brand hummel.
As a result of the deal, both parties have launched a new collaborative campaign called ‘Let’s play together!’. The campaign has been spearheaded by the launch of Team Vitality’s new esports jersey, with physical and digital activations throughout 2023 also planned.
The partnership sees hummel replace Adidas as the organisation’s sports apparel partner. The German sportswear company has collaborated with Team Vitality since 2017, with Adidas launching products such as limited edition sneakers as well as official jerseys.
According to a release, the new partnership with hummel will include several anniversaries and event jerseys set to be released throughout 2023. All Team Vitality rosters will wear hummel jerseys from now on. Interestingly, both brands have a logo that features a bee. Hummel and Team Vitality noted that as such the Vitality logo has been given a slight makeover by hummel for its new kits and merchandise.
Hummel was founded 100 years ago in Denmark and is one of the leading sportswear brands in the world. The company is the official supplier for the Danish national football team, as well as numerous handball and football teams including Everton and Real Betis. In the world of esports, hummel is most-known for its partnership with Danish organisation Astralis.
Nicolas Maurer, CEO and Co-founder of Team Vitality, commented: “We are delighted to welcome hummel as Team Vitality’s new equipment supplier for the next three years.
“It is a privilege to be able to write the story of our tenth year together and around strong esports values. We will do our best to make 2023 an exceptional year for our players and to make this collaboration shine in the best international competitions.”