FutureNOW
NOWfuture

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About Hummel

Hummel is a Danish sportswear company and is one of the oldest brands in the industry, having started in 1923. Best known for its football and European handball footwear and apparel, in 2019, Hummel became the official technical sponsor and clothing supplier for the International Handball Federation (IHF). Handball is not well known in North America, but is hugely popular in Europe, North Africa, and parts of South America, and since 1972 has been featured in the Summer Olympic Games.

The Project

Although this 2005 project is an oldie, it's a goodie, so we can resist showing it off. We worked with design powerhouse Richard Kuchinsky while he was Footwear Director with Hummel. The goal was to communicate the advanced technical nature of the upcoming Handball collection, so we contrasted two parallel timelines – a FUTUREnow where Handball players in 2037 wear diamond-tough zero-gravity shoes, and a NOWfuture, where Hummel brings amazing shoe technology to today’s athletes.

This was built as a clever flippable two-cover book with metallic inks, a centrefold, and a cool poster slipped in. Of course, hiring a comic-book illustrator to make handball superheroes was an obvious move. Plus, yellow. Mmmm!