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”
Every year, the Orange Karma activities during the Roskilde Festival serves to create awareness of a special cause or project. Throughout the last couple of years, hummel has teamed up with the NGO GAME, that works with creating social change for children and youngsters through street sports. In 2016, the theme was equality in Lebanon, where the Orange Karma activities made it possible to make a street sport house in Beirut that could help contribute in creating equal opportunities for children of different gender and ethnicity.