It is a bit sports direct like but you have to say Umbro are leaning into slazenger territory themselves.
Hummel at least have a retro vibe and are a football heritage brand.
For me what matters is the dough though more than anything (note:sales and % on the pound obviously part of that).
We aren't getting near the big boys, the leap from our level, West ham Southampton us all about £4m a year, and the likes of the top 6 between 30 and 75m a year (Liverpool technically to surpass that with the structure of their deal).
Would still be v disappointing to drop from 4m a year, and I can't see Hummel having the market penetration or marketing power to drive broader commercial results.... Unless the Danish market is secretly poppin'.