Co-branding Hummel/Haribo: High collection!

21 novembre 2011

As the first ever, Hummel has designed fashion shoes featuring some of the world’s most famous sweets: ‘Rotella’, ‘Piratos’ and ‘Guldbamser’ from the sweet manufacturer HARIBO. Two icons meet and a fashion classic is born, one that puts a smile on your face and gives you a sweet tooth!

For their Autumn/Winter 2011 collection, Hummel is taking another trend-setting step. The company has just entered into a unique collaboration with the Danish sweet manufacturer HARIBO Lakrids A/S. The result is three limited edition Hummel Haribo High sneakers featuring scents and motives from three of the world’s most popular sweets: ‘Guldbamser’ jelly babies, ‘Piratos’ liquorices and ‘Rotella’ liquorice wheels. The classic Hummel shoe Stadil High has been given a new look and decorated with sweet motives. The shoes are designed for both men and women and will only be available in selected shops in Europe.

“With our Hummel HARIBO High collection, we want to demonstrate that we have a keen sense of humour combined with being highly fashionable. We are very proud of the collection, which in every way fulfils our desire to bring together Hummel’s heritage with elements that will surprise and inject character,” says Hummel’s Chief Marketing Officer, Henning Nielsen.

A meeting of classics  HARIBO had no doubts when the possibility of the Hummel HARIBO High shoes was raised. The result of the collaboration is a collection that elegantly brings together the world-famous HARIBO sweets with Hummel’s DNA.

“The collaboration between HARIBO and Hummel is the result of an exciting, creative process. It all started with the amusing idea of developing special-designed sports shoes of a high quality on the basis of HARIBO’s well-known packaging colours and with the scent of some of HARIBO’s most popular products integrated into the soles. The result is a wonderful innovative product which underlines the fact that both Hummel and HARIBO are in tune with the market in terms of innovation,” says Managing Director Per Henérius from HARIBO Lakrids A/S in Denmark.

“Of course, Hummel and HARIBO come from two very different worlds, but the two companies resemble each other in many ways. Both businesses go back a long way and are founded on a combination of tradition, quality and innovation. Moreover, the new sneakers support both companies’ focus on the modern and active lifestyle,” says Per Henérius.

Where to buy?

This limited collection will be available in:

Colette, Paris, France

LimitEDition, Barcelona, Spain

Overkill, Berlin, Germany

Hummel Brand Stores, Hamburg, Münich and Berlin, Germany

Bob Sport,Riccione, Italy

Storm, Copenhagen, Denmark

Støy Munkholm, Aarhus, Denmark

Butler, Aalborg, Denmark

Dr Adams, Odense, Denmark

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