Danish lifestyle sports brand hummel has appointed three artists who are garnering attention in a variety of scenes, including music and fashion: Friends, MINT mate box, and SHE IS SUMMER, as sneaker ambassadors for its Spring/Summer 2018 collection, effective February 26th. Popular illustrator Yutanpo Shirane is in charge of the visuals.





Hummel is a brand with deep ties to the international music scene, having supported the largest music festival in Scandinavia, Roskilde Festival, and being loved by artists around the world. Each artist appointed as a Hummel sneaker ambassador will also participate in "hummel loves music," Hummel's first music collaboration project in Japan, which also launched at the same time.



In this project, artists who supported the message "Hello New Me!" wrote original songs and produced music videos. Starting with Friends' music video on March 2nd, the second installment, MINT mate box, was released on March 13th, and the third installment, SHE IS SUMMER, was released on March 21st. Music videos were then uploaded to each artist's official YouTube channel and special page.

Friends "Hello New Me!" (released March 2nd)

MINT mate box "Hashire" (Released March 13th)

SHE IS SUMMER "NEW ME" (Released March 21st)


Popular illustrator Yutanpo Shirane created the visuals and logo graphics for the "hummel loves music" project. Additionally, the campaign video, "Hello New Me♪," has been released, featuring a slightly sexy, cute girl by Yutanpo Shirane dancing to collaboration songs specially written by each artist.



In response to their appointment as ambassadors, Friends commented, "A soulful cry from the ambassadors who want to fully convey the charm of hummel (a tanka poem from Friends' hearts)." MINT mate box commented, "Hummel shoes are easy to match with any style, and they've become a staple in all of our recent outfits. Not only are they stylish, but they're also incredibly comfortable! As ambassadors, we'll spread the word about the appeal of hummel shoes to as many people as possible!"


MICO of SHE IS SUMMER commented, "Sneakers are the easiest to sing in, whether recording or performing live! That's why I wear sneakers so often. I love Hummel because they have a wide selection of styles, from sporty to casual, and they're easy to coordinate. This is my first time being named an ambassador, so I hope to help everyone discover a pair of great Hummel shoes!"



Upcoming events include a special one-night-only live performance by three artists, "hummel loves music live tokyo." The event will be held at Shibuya duo MUSIC EXCHANGE on May 18th, and admission will be free (advance registration required). Details will be released on the project's special page.