Thornico Karma Cases
In an effort to meet some of the world’s most pressing societal and environmental challenges, THORNICO builds on its core competencies by leveraging on the business and industry knowledge of its many companies.
This has given rise to a number of successful Company Karma Projects; some have grown into wide-scale initiatives through years of dedication, while others are still taking form as they develop. Common for them all is that they have become great inspirational sources for THORNICO at large, its employees and the business environment.
During the Taliban regime the AFF Stadium in Kabul was not a place for joy and football enthusiasts, but a venue for death. This was the place where even small crimes were brutally punished and public executions were conducted as to warn the Afghan spectators of the power of Taliban. Nevertheless, through 35 years of war and violence in Afghanistan, the country and its people never gave up their enthusiasm for football, and with the fall of the Taliban the opportunity for men and women to reignite and pursue their passion for the sport arose.
The Lions of Khorasan
The Afghanistan National Teams organised under the Afghanistan Football Federation have risen and stood strong, despite decades of disorder stemming from war. This has not gone unnoticed as Afghanistan won the 2013 FIFA Fair Play Award, for the ability to develop and nurture football in a country that has faced numerous challenging political situations.
Afghan Female Players
In Afghanistan, women don’t have equal educational opportunities, nor do they have the possibility to independently pursue their goals or dreams. Football gives the women of Afghanistan the chance to build confidence and independence. This leads to a quality of life previously unknown to them. With football as a tool, Afghan women have taken charge of their future and sent a clear message to fellow Afghans and to the rest of the world; Afghanistan can have a better and brighter future.
The Afghan Premier League
Following the success of the national teams as frontrunners for unifying the country, hummel decided to increase its engagement and help build and sponsor the first professional football tournament in Afghanistan in 2012; The Afghan Premier League. This project instantly caught the attention of the Afghan people, and ever since the start, several million Afghans have been glued to their screens during the matches.
Open Fun Football Schools
In order to secure sustainable development and commitment to the next generation in Afghanistan, hummel has together with the football organization Cross Cultures Project Association (CCPA) endeavored in establishing football schools for children in Afghanistan.
Still struggling with the aftermaths of the civil war and ebola, Sierra Leone, the home of blood diamonds, is considered one of the poorest countries in the world. Throughout these tragic and dark years, the Sierra Leonean people have had one source of light – football, and their passion for the sport has helped them unite once again.
Play31 uses the unifying power of football to bring together people and communities who have been torn apart by armed conflict. By facilitating community tournaments and workshops focusing on human rights and conflict resolution, they contribute to the creation of local societies where children can fulfill their right to play football
In order to increase the engagement to football in Sierra Leone, hummel embarked on a collaboration with the Danish NGO, FANT (Football for A New Tomorrow), founded by professional football player and coach Erik Rasmussen and Cecilie Hauerberg. FANT was founded in 2012 in connection with the start of the humanitarian project “Football for Unity”, which FANT operates in collaboration with hummel and DGI
Karma Kits to Sierra Leone
In connection to the European Men’s Handball Championship in Serbia in January 2012, hummel developed a unique ‘Rebel Karma’ shoe, which was worn for the first time by many of the players. In their fight for the Championship trophy, the players not only scored goals for their respective countries, they also scored goals to collect karma points in order to help those in need. Every time a player wearing the hummel shoes scored a goal, hummel donated a ‘Karma Kit’ to Sierra Leone.
For hummel the corporate value of Danishness is very important, which is why the company also engages in a large number of initiatives in Denmark. One of these projects is hummel’s collaboration with the Danish music festival, Roskilde Festival. In benefit of different projects, hummel and Roskilde Festival have launched a long-term innovative and value-creating collaboration called Orange Karma as a movement to ”Change the World through Sport and Music”.