Hummel Audience in Germany
Hummel has an estimated audience of 777,099 people in Germany. 43.2% are female, 56.8% are male, average age 35.4. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Umbro, Xabi Alonso, Reiss (brand), Diadora, Transfermarkt.
The average Hummel fan in Germany is 35.4 years old, more male, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Umbro, Xabi Alonso, Reiss (brand), with strongest over-indexing on Umbro (41.5× the country average). Demographically, the Hummel audience skews more male with an average age of 35.4, and over-indexes on personality traits such as Sustainability, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Sports · Type: Brand
Demographics of Hummel fans
| Metric | Value |
|---|---|
| Female | 43.2% |
| Male | 56.8% |
| Average age | 35.4 |
| Estimated audience size | 777,099 |
Audience persona
The typical Hummel fan in Germany is more male, around 35.4 years old, with strong Sustainability tendencies and a notable affinity for Umbro.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 282,588 | 1.11× |
| Bayern | 186,447 | 1× |
| Baden-Württemberg | 155,491 | 0.98× |
| Niedersachsen | 134,652 | 1.19× |
| Hessen | 83,438 | 0.94× |
| Schleswig-Holstein | 56,434 | 1.35× |
| Sachsen | 54,114 | 0.95× |
| Rheinland-Pfalz | 50,418 | 0.87× |
| Berlin | 47,384 | 0.91× |
| Hamburg | 33,464 | 1.27× |
| Brandenburg | 33,280 | 0.92× |
| Sachsen-Anhalt | 27,750 | 0.92× |
| Thüringen | 24,350 | 0.82× |
| Mecklenburg-Vorpommern | 20,105 | 0.91× |
| Bremen | 11,095 | 1.12× |
| Saarland | 10,521 | 0.74× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Umbro | 41.5× | Sports |
| Xabi Alonso | 6.2× | Sports |
| Reiss (brand) | 11.63× | Fashion & Accessoires |
| Diadora | 18.8× | Fashion & Accessoires |
| Transfermarkt | 2.38× | Sports |
| IHF World Men's Handball Championship | 2.98× | Sports |
| Drop shipping | 2.57× | Shopping |
| New Balance | 3.33× | Fashion & Accessoires |
| FIFA World Cup | 1.69× | Sports |
| The Timberland Company | 5.97× | Fashion & Accessoires |
| 2. Bundesliga | 1.87× | Sports |
| Skechers | 5.02× | Fashion & Accessoires |
| UEFA Champions League | 1.53× | Sports |
| SV Werder Bremen | 1.63× | Sports |
| Nike | 2.02× | Fashion & Accessoires |
| Puma | 3.93× | Fashion & Accessoires |
| DC Shoes | 8.68× | Fashion & Accessoires |
| Banana Republic | 6.89× | Fashion & Accessoires |
| Jennifer Love Hewitt | 6.4× | Movies & TV |
| 3. Liga | 2.68× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.37 |
| Sports Activity | POWER | 1.3 |
| Early Adopter Mentality | POWER | 1.29 |
| Family Orientation | CONSERVATISM | 1.27 |
| Luxury Orientation | PREMIUM | 1.14 |
| Creativity | OPEN | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 24.3% |
| Denmark | 5.7% |
| Japan | 5.5% |
See Hummel audiences in other countries
More Sports audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Hummel have in Germany?
Hummel has an estimated audience of 777,099 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hummel fans?
43.2% of Hummel fans are female, 56.8% are male, with an average age of 35.4 years.
Which brands do Hummel fans like most?
Hummel fans show strongest brand affinity for Umbro (41.5×), Xabi Alonso (6.2×), and Reiss (brand) (11.63×) over the country average.
Where do Hummel fans live in Germany?
Hummel fans in Germany are most concentrated in Nordrhein-Westfalen (reach 282,588), Bayern (reach 186,447), and Baden-Württemberg (reach 155,491). These three regions account for the largest share of the active audience.
What other brands do Hummel fans also like?
Beyond Hummel itself, the audience over-indexes on Xabi Alonso (6.2×), Reiss (brand) (11.63×), Diadora (18.8×), and Transfermarkt (2.38×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hummel. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.