On January 10, 2023, Team Vitality announced a three-year partnership with hummel, the Danish sportswear brand, in a deal covered by both Forbes and ESPN. This was not just a jersey launch — it was a statement that traditional European sportswear brands were taking esports seriously as a kit market.
The First hummel Jersey
The inaugural Vitality x hummel jersey combined Vitality’s traditional yellow and black colors with hummel’s signature chevron designs on the shoulders. The jersey was available for pre-order immediately following the announcement, with all Vitality rosters wearing the new kit from the start of the 2023 competitive season.
hummel’s CEO praised the partnership as an opportunity to connect with gaming’s younger demographics, while Vitality positioned the deal as bringing “real sportswear expertise” to their merchandise operation.
Why This Deal Mattered
The Vitality x hummel partnership was significant for several reasons:
Three-year commitment — This was not a one-season trial. A three-year deal signaled that both brands saw long-term commercial potential in the partnership.
Forbes coverage — When Forbes covers an esports jersey deal, it validates the commercial significance of the market. Forbes’ Matt Gardner called it a milestone for esports-sportswear partnerships.
SPORTFIVE brokerage — The deal was facilitated by SPORTFIVE, one of the world’s largest sports marketing agencies. Their involvement indicated that esports kit deals were entering the same agency infrastructure as traditional sports sponsorships.
The hummel Era Timeline
The Vitality x hummel partnership produced an impressive body of work across its three-year run:
| Year | Key Products |
|---|---|
| 2023 | First jersey (this article), Bombers Original jacket collab |
| 2025 | Pro Kit (bee/Eiffel design), V.University jersey, hummel alternate |
| 2026 | Partnership ends — Vitality switches to Fulllife |
The transition from hummel to Fulllife in 2026 reflects the broader European shift toward specialized esports apparel brands, but the hummel years established Vitality as a premium merchandise brand.
More Team Vitality Coverage
- Team Vitality x Bombers Original 2023 Jacket Collection
- Team Vitality 2025 Pro Kit by hummel
- Team Vitality V.University 2025 Jersey by hummel
- Team Vitality 2026 Pro Jersey by Fulllife
Where to Buy
The Vitality x hummel 2023 jersey may be available at the Vitality store or through hummel.
