Following the recent announcement that Everton had agreed a Club-record technical partnership with hummel, Fans' Forum Chair Jazz Bal took the opportunity to speak to hummel's Chief Brand Officer Filip Trulsson for a short Q&A ...

JB: Welcome to Everton, I know Everton fans are excited by this partnership, how exciting is it for hummel to be back in the top division and working alongside a club like Everton?

FT: Thank you! We are very excited about our new partnership with Everton and to be back in the English top flight. Like Everton, hummel has a proud history and strong ambitions so we are looking forward to a successful collaboration.

JB: We’ve loved the social media engagement so far, what do you see as the synergy between hummel and Everton?

FT: Everyone at hummel has been very impressed with the Club since our first meeting. Everton’s successful history, the global fan base and clear intent to challenge for honours were all key to the equation but at hummel we also see a strong match with the ‘People’s Club’ epithet and the Club’s strong community presence through Everton in the Community. Like Everton, hummel is an active and involved partner.

JB: You’ve stated entry into the Premier League as integral to your growth plans and further international expansion. What are some of your key international territories and will you be working with Everton in those areas?

FT: The Premier League’s global exposure and following is a phenomenal platform for hummel to connect with football fans worldwide. Brand visibility in key markets across Europe, Asia, Africa and the Americas is vital to hummel in our current expansion phase but above all we entered into this partnership with Everton because of the Club’s ambition to play in Europe, win trophies and successfully strengthen its footprint globally. We will work closely with the Club to capitalise on this opportunity in the UK and beyond.

JB: Evertonians take a lot of pride and interest in their kits. How much do you know about Everton’s history and Everton kits and what other bespoke items will you be looking at?

FT: Everton is a unique Club with an incredible history and a great back catalogue of successful teams and players. There is definitely an array of stories and chapters from which hummel can draw inspiration in kit designs and fan activations. hummel is a humble brand that always strives to immerse ourselves with our club endorsements so it’s critical for us to educate ourselves on all things Everton. We are a Danish brand and, generally speaking, Scandinavians have a strong affinity with English football. The staff at hummel is no exception and we are confident that we will live up to the expectations of the Everton fans. Our product is the best platform to demonstrate this.

JB: Some of the hummel designs for other clubs have been really impressive, what have you made of the response of Everton fans to the announcement and the fan designs on social media?

FT: More than anything, we have been impressed by the fans’ engagement and creativity. We knew that Everton fans are very involved and active. It shows! There are plenty of success stories in our history dating back to 1923, but like major football clubs, our focus must be on scripting the future. We are looking forward to doing this with Everton Football Club.

JB: In the past we have had fan collaboration on the kit design process to identify kit themes. Would this be something hummel would look at doing in the future or would there be an appetite to take part in an initiative to produce a one-off fan designed kit?

FT: Absolutely, we are very open to working with the Club and Fanatics to explore such opportunities. It’s also an area where hummel has a great track record.

JB: You’ll be working alongside Fanatics over the next three years, in the broadest of terms can you explain how that relationship will work?

FT: Fanatics is a long term partner of Everton. Like hummel they are very passionate about the Club. We work closely on product assortment and distribution plans for every season along set milestones. As a new partner we obviously benefit from insights provided by the club and Fanatics. It’s a very open dialogue with many synergies to explore. One notable example is how we jointly maximise distribution of Everton merchandise globally.

JB: Finally, you’ve made a bold commitment to make Everton your flagship club, how do you see your three year partnership with the Club working and what are your goals and ambitions as part of this partnership?

FT: We are excited about the opportunity to join forces with a leading club that clearly demonstrates the ambition to kick off a new successful era. This is evident in all aspects of Everton. From the overall Club management, to investment in the first team squads and the youth set up, the prospect of a new stadium, international expansion and the impressive community programme. Everton is a traditional powerhouse in English football and this partnership is a perfect opportunity for hummel to elevate its game, reinforcing our position as a leading global sports brand.

JB: Filip, thank you very much for taking the time to chat. I'm sure I speak for all Evertonians when I say we are really looking forward to the kit designs ... I know you can’t say too much but if you send me a sneak peak, I'll make sure I keep it to myself!

FT: All I can tell you is that the home kit will be ... blue and white.