Guide
Strategy
Brands
Hummel, the Danish sportswear brand headquartered in Aarhus, has no confirmed active affiliate program for the Danish market. affi.io shows a Danish Adtraction listing marked "Closed" (7.5% commission, a 3-day cookie window) — the only listing marked "Open" covers India, via the network Optimise, with no disclosed rate. A third network (DCMnetwork) covers a separate MENA market via coupon codes but is "Paused", and a fourth source claims an "active" program without naming a country or rate.
Hummel, the Danish sportswear brand headquartered in Aarhus, has — as of this research — no confirmed active affiliate program for the Danish market. The third-party directory affi.io — the same tool this article series has already used to confirm network status for Rains, HAY, Royal Copenhagen and Flying Tiger Copenhagen — shows a Danish Adtraction listing for Hummel marked "Closed" (7.5% commission, a 3-day cookie window). The only listing marked "Open" covers India, through the lesser-known network Optimise, with no disclosed commission rate. A third network, DCMnetwork, covers an entirely different market (Middle East/North Africa) via coupon codes and is marked "Paused". A fourth source, Fly Media Network, describes the program as "active" without stating a country or rate — an unconfirmed, unresolved fourth source, not a Danish confirmation.
Hummel was founded in 1923 in Hamburg, Germany, by brothers Albert and Michael Ludwig Messmer under the name Messmer & Co, and became known early on for introducing replaceable studs on football boots — a technique borrowed from baseball cleats that gave players better grip on the pitch. In 1956, Danish businessman Bernhard Weckenbrock acquired the company and moved ownership and production to Denmark; the headquarters has been in Aarhus ever since. Since 1999, the brand has been part of the Thornico Group, founded by brothers Christian and Thor Stadil.
The Danish operating entity, Hummel International A/S, has CVR number 25042573 and is registered at Balticagade 20, 8000 Aarhus C, according to Proff.dk. Its parent company is Hummel Holding A/S (CVR 15238712), itself owned by Thornico A/S — a group structure spanning 56 companies in total.
affi.io's overview (fetched directly on 30 August 2026) shows four sources for a Hummel affiliate program, each with its own status:
| Network | Market | Commission | Cookie window | Status |
|---|---|---|---|---|
| Adtraction | Denmark | 7.5% | 3 days | Closed |
| Optimise | India | Not disclosed | Not disclosed | Open |
| DCMnetwork | MENA (incl. United Arab Emirates, Saudi Arabia, Kuwait, Oman, Bahrain, Qatar, Jordan) | Not disclosed — requires registration | Coupon-code attribution, not cookie-based | Paused |
| Fly Media Network | Not country-specific | Not disclosed | Cookies/codes/tracking links (generic description) | Claimed "active", unconfirmed |
Even the closed Danish Adtraction listing is worth noting on its own terms: a 3-day cookie window is markedly shorter than the 45 days this series found for Rains, or the 30 days that recurs across most other named programs — if the listing reopens, it would in any case favor content with a very short path from click to purchase.
The most notable finding in this research isn't that a program is closed — that recurs repeatedly across this article series, including for ECCO and Flying Tiger Copenhagen. What's notable is the direction: ECCO and Flying Tiger Copenhagen are both Danish brands whose programs are confirmed open abroad but closed at home — and Hummel follows exactly the same pattern, just with a different country as the confirmed exception. A brand that is Danish-founded, Danish-owned (via Thornico) and headquartered in Aarhus has its only confirmed open affiliate listing in India — not in Denmark. That isn't proof Hummel doesn't want Danish affiliates, but it is an honest, documented finding: the confirmed way into a Hummel partnership right now runs through an Indian network, not a Danish one.
| Brand | Confirmed program | Danish coverage | Pattern |
|---|---|---|---|
| Hummel | Yes — India (Optimise) | No — Danish Adtraction listing closed | Danish brand, open abroad only |
| ECCO | Yes — US, Canada and others | No — Danish Awin listing closed | Danish brand, open abroad only |
| Flying Tiger Copenhagen | Yes — Germany, Spain | No — Danish Adtraction listing closed | Danish brand, open abroad only |
| Rains | Yes — Denmark (Adtraction) | Yes — Denmark-specific, active | Danish brand, open at home |
| Christiania Bikes | No — nothing found anywhere | No | No confirmed program at all |
Hummel therefore joins a growing group of named Danish brands in this series where the confirmed, active program exists somewhere other than Denmark — the same pattern as ECCO and Flying Tiger Copenhagen, just with India rather than North America or Germany/Spain as the confirmed exception.
IF your audience is Indian, or you work with Indian creators → the Optimise listing is the only confirmed open route in, but apply directly to see the real rate and cookie window, since neither is disclosed in this research.
IF your audience is Danish → there is no confirmed active program to build content around right now; the Danish Adtraction listing is closed, not merely undisclosed.
IF your audience is in the Middle East/North Africa → DCMnetwork's program exists but is paused and uses coupon codes rather than cookies; it isn't an active option right now.
IF you come across Fly Media Network's claim of an "active" program → treat it as unconfirmed until a country and rate can be verified directly; it doesn't necessarily contradict affi.io's Danish "Closed" status, because it doesn't itself name a country.
Because the Danish listing is closed, the numbers below only illustrate what the commission would have been if the Danish 7.5% rate were still active — this is not a real, available offer today, and the figures are not a Make Influence customer case.
Assume a Danish sports creator drives one tracked equipment sale of DKK 1,200 within a cookie window. At the now-closed Danish rate of 7.5%, the commission would have been 1,200 × 0.075 = DKK 90. Because the cookie window was only 3 days, a purchase made just four days after the click would not have been credited at all — markedly stricter than the 30-45 days most other named Danish programs in this series offer.
Make Influence doesn't have a documented customer case with Hummel and doesn't run the brand's affiliate program. Our experience reviewing named Danish brands' affiliate status for the Academy is that a brand's Danish origin is no guarantee of a confirmed, active Danish program — Hummel is now the third brand in this series (after ECCO and Flying Tiger Copenhagen) where the opposite is true: the program is confirmed open somewhere else in the world, but closed at home. The most honest move for a Danish creator isn't to assume Danish coverage from a brand's nationality, but to confirm status directly before building content or a budget around it.
Not confirmed active. affi.io shows a Danish Adtraction listing marked "Closed" (7.5% commission, 3-day cookie window) — not undisclosed, but actively closed.
In India, via the network Optimise, according to affi.io. No commission rate is disclosed for that listing.
The confirmed-open listing (India via Optimise) appears self-serve in this research, with no approval process mentioned. See open vs application-only affiliate programs for the general trade-off.
Weak for a Danish creator specifically: the only confirmed active program sits outside Denmark, and the Danish rate that is documented is actively closed rather than merely unconfirmed. See how to evaluate whether a retailer's affiliate program is worth a creator's time for the five points.
The same pattern: all three are Danish brands with a confirmed active program somewhere else in the world, but a closed or absent Danish program. See ECCO's affiliate program and Flying Tiger Copenhagen's affiliate program for the other two examples.
The opposite: Rains has a confirmed, active Denmark-specific program (15% via Adtraction), while Hummel's equivalent Danish Adtraction listing is closed. See Rains's affiliate program for the contrasting finding.
This article is part of Make Influence Academy's series on named brands' affiliate programs. See also the programs for Rains, HAY and Christiania Bikes.
Make Influence
Find creators with real audience data, run collaborations in one place, and see clicks and sales per creator while the campaign is live.
Book a demoCreate accountMake Influence
Apply to campaigns from brands that are actively looking, follow your own clicks and sales, and get paid without chasing invoices.
Create creator profileMore creator guidesMake Influence
Briefs, agreed terms, tracking links and results sit together — so brands and creators see the same numbers.
See how it worksBrowse the Academy
