'Look at all of these stories we can tell' - How small Danish brand Hummel is reshaping kit culture in America's lower leagues

Expanding Influence in North America

The Danish sportswear company now makes kits for 26 clubs in North America, and has pushed boundaries with innovative designs for USL teams.

Innovative Designs

There are a dozen donuts on the kit. It was a little bit of fun for Matt Barnhart, head of marketing for USL League Two side Salem City. The away kit, he decided, could be a mad, unpredictable, near-nonsensical canvas.

• 26 clubs in North America are now using Hummel kits.
• Salem City is one of the teams that has adopted an innovative design.

'Look at all of these stories we can tell'

Creative Expression

Salem City is hard to pin down, so the away jersey makes no sense. And in its mass of doodles, squiggles, and cartoon figurines, Barnhart hid 12 donuts.