Rangers merchandising arrangements of the last decade have been anything but inspiring, so to get the likes of Scandinavian manufacturer Hummel on side has been a breath of fresh, Danish, sea air.
The Aarhus based kit designer isn’t exactly little known. The famous chevrons have adorned the Danish national side’s kits for decades, as well as clubs from across Spain, Holland, Denmark and the rest of Europe and beyond.
But it is in the attention to detail and real care that this kit manufacturer has for our brand and support where this relationship has the most potential.
The kits have been stunning. They also answered fan calls for an orange kit fans had desired for over a decade – despite the backlash. It all happened to fast, and they managed to cope with the complex merchandising arrangements of last season too.
Fans loving Hummel designs
The controversially leaked new kits are stunning too. You get the feeling the group have had a little bit more time to breathe with these ones too. The embroidered, 1980s throwback home kit is a particularly iconic looking strip. Fans are happy with them.
Hummel takes pride of place on our kits. They also solved the dilemma of Murray Park/Auchenhowie by giving its name to our training centre, no doubt as part of the arrangement.
But more than just answer fan calls or really value their relationship with Rangers, Hummel is also standing alongside us amidst a tumultuous legal battle over merchandise.
They feel like an ally, in a world where Rangers have had very few in recent years. Our relationship with the Danes is developing into one of our strongest off-field partnerships.
Whilst they are only a kit manufacturer, do not underestimate the value of that given where we’ve been over the last few years.
Just like the Laudrups, Lovenkrands and Andersens of this world, there’s every hope our relationship with these Danes can be a lasting one.
