New CEO in hummel



New CEO to increase growth in hummel

May 8, 11.00 Allan Vad Nielsen was announced as new CEO of the Danish sports and fashion brand hummel. Allan V. Nielsen brings international experience and a success story about growth from Bestseller. Now he is set to fulfill the ambition of increased growth and brand positioning in hummel.

At the hummel headquarters in Aarhus, Denmark, Allan V. Nielsen was today presented as new CEO of hummel A/S. Allan V. Nielsen comes from Bestseller, where he has established Bestsellers business in Great Britain and Ireland since 2002.

Christian Stadil, Chairman and owner of hummel, commented: "We are very pleased that Allan will lead the hummel team into the next era. Allan has shown that he can create growth across brands, product groups and national borders. I am convinced that with Allan we are giving our team a strong leader and a passionate role model. "

He has, with an excellent international career, increased revenue in Bestsellers company in Great Britain and Ireland from one employee in 2002 to a turnover of billions across subsidiaries and countries today. Allan V. Nielsen comes to hummel with extensive experience in various business models, brands and consumer segments. In addition, he has the desire to make a difference! He tells:

"I am very proud to be the new leader of hummel. It is with great recognition and respect for the work already put by the talented team in hummel, that I look forward to meeting my new colleagues and together define and implement the strategy in the coming years. With me in the lead, the focus will be on the team and the customer's needs. Together, we must seize the growth opportunities that lie in close cooperation with our partners and customers."


Acceleration of a billion revenue

Since 1923, hummel has grown to be one of the leading brands in football and handball, among other things through sponsorships of clubs in Europe and the East. The ambition is to strengthen core markets and to continue international growth.

"With the skills and experience we bring hummel with Allan Nielsen, it is our ambition to strengthen our branding position in sport and fashion internationally and begin our journey towards a turnover of two billion. Besides being a good businessman and a good and socially competent leader, Allan is also an incredibly sweet guy. He's the type you want to have a beer and watch a football match with, "says Christian Stadil.

Allan V. Nielsen adds: "The DNA in hummel is unique and moves in the intersection of sport and fashion, which we will explore even more in the future. Besides that, one of my most important areas of action is to bring focus, direction and set goals. My future colleagues can expect a leader who favors team efforts, sharpened areas of action as well as a perspective on opportunities over limitations."


Three strategic cornerstones: retail, digitalization and lifestyle

With the new CEO in place, hummel puts a greater strategic focus on reaching and surprising consumers in new places and with new products. The three focus areas are; establish own stores or together with partners and customers, increase sales through own web shop as well as through our customers' and the use of social media platforms, and not least a focus on sport-fashion clothes and shoes for domestic and international markets.

Christian Stadil, commenting, "At hummel we will continue to be relevant to our consumers and surprise them both with our stories and where we meet them. That's why we increase our focus on own stores, digitalization and sports and fashion products. I look forward to greet consumers with a much more lifestyle-based and focused hummel in the future."

Allan Vad Nielsen joins as CEO on 1 August 2017 and will work from the headquarters in Aarhus, Denmark.


Curriculum Vitae

Name: Allan Vad Nielsen 

Title: CEO hummel A/S


Work experience: 

  • 2017 CEO, hummel a/s
  • 2017 Member of the Executive Management Board, Bestseller
  • 2013 Director for all companies and activities in Bestseller UK/IR/Canada/USA
  • 2006 Director for all companies and activities in Bestseller UK/IR
  • 2004 Sales Manager, Jack & Jones Bestseller
  • 2002 Sales Manager, UK/Ireland/Canada Jack & Jones Bestseller


Previous work experience: Bilka, Dansk Supermarked og NKT



  • 1998 Sales Assistant
  • 1996 HHX


Born in 1976, Lives in Ikast, married and has three children 



  • Picture of Allan V. Nielsen
  • Picture of Christian Stadil and Allan V. Nielsen 
  • Image of the Management Group 


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Download pictures HERE


Morten Vestberg,, +45 5215 9259


About hummel

Hummel is a Danish sports and fashion brand with a history dating back to 1923. From the vision "Change the World Through Sport", approx. 130 passionate employees work at the head office in Aarhus. The main markets are Scandinavia, Central Europe and Turkey. In addition, there are global distribution channels in another 30 countries. hummel designs, produces and markets sportswear, exercise clothes, equipment and sneakers for both children and adults, men and women. Through the four product categories sport, style, kids, footwear and selected exclusive design co-workers, hummel delivers new styles annually in a complete mix of retro and contemporary trends. Today, hummel is a leader in the Danish sports market, and the brand's DNA and focus on football are manifested among other things in the Danish football team and the Danish Superliga, where 6 of the league's 14 clubs play with the iconic chevrons on the sleeves - AGF, Brøndby IF, Odense Boldklub, SønderjyskE, AC Horsens and AaB.

Hummel A / S is part of the Thornico Group