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’, which consists of a bag containing a football, a handball, a ball pump and training vests. With these ‘Karma Kits’, hummel aims at bringing the joy of sport to disadvantaged children.
In order to give the handball players a personal influence on the charity they helped, they were given their own choice of which project to support. Consequently, ‘Karma Kits’ for a value of approximately DKK 850,000 are now on their way to different sports academies in Sierra Leone or elsewhere, providing excited and passionate children and young people the opportunity to engage in sports.
Consumers were also able to support this initiative by buying a pair of Karma Rebel. This secured a hummel donation of 20% of the retail price to mobile football fields in Sierra Leone. The shoe was marketed in four styles in Serbia, Germany and France in February, 2012 and in Denmark later that year.
Watch hummel's International Sales Director, Simon Schiølin, explain how one goal is converted into a Karma Kit thereby helping hummel change the world through sport.
In the videos underneath, you can follow Emma on her quest in Sierra Leone to hand out all the karma kits secured throughout the championship. You can find all four videos with Emma here.