For hummel the corporate value of Danishness is very important, which is why the company also engages in a large number of initiatives in Denmark. One of these projects is hummel’s collaboration with the Danish music festival, Roskilde Festival. In benefit of women in Danish asylum centers, hummel and Roskilde Festival have launched a long-term innovative and value-creating collaboration called Orange Karma as a movement to ”Change the World through Sport and Music”.
With a wide range of activities including a SneakerLab, Karma Games, Beerpong tournaments, a Nail Salon and different football tournaments, part of Game City West is transformed into an Orange Karma "city" enabling festival guests to party and have fun while supporting the Danish asylum women.
The key activity is The Orange Karma Sensational tournament, only for women. Arranged by Sensational Football the tournament has over the years proved a major attraction for both players and spectators. The spirits are high and it is not just about winning the Orange Karma Sensational trophy, best outfit, team song and loudest and most cheerful crowd are also honored with cool prizes. In 2013, the Orange Karma Sensational tournament was played for the 10th time, proving its popularity among the many festival guests.
In 2013, hummel also introduced its brand new Orange Karma sneaker for Roskilde Festival. With its spectacular design and orange color, the sneaker attracted a lot of attention on the festival, and for each pair sold hummel and Roskilde Festival secured even more funding to the Danish asylum centers.
Read and see more about all the activities on www.orangekarma.com
The Orange Karma activities during the Roskilde Festival serves to create awareness and funding for Asylum United, the world's first football league for women refugees.
In a joint venture between hummel, Red Cross, Roskilde Festival and Sensational Football, women's refugee teams are created in the different asylum camps in Denmark, and the teams practice once a week, play matches against each other, participate in a yearly Asylum United Cup and in the Orange Karma Sensational tournament.
180 asylum seeking women have already taken part in the project.’We can already see that the project creates value for the women’s everyday life at the centers. What they need is something to do in unison, and sport gives them a unique opportunity to do exactly that. The project is not simply about becoming technically skilled to play soccer but also about composing team songs, forming friendships and just having fun together’, Majken Gilmartin says, funder of Sensational Football, who has trained the women in the various asylum centers.
At the Roskilde Festival 2013, four of these asylum teams participated in the football tournament, as well as playing their own small tournament. The asylum women participated with big smiles, sincere celebration and beautiful football. Some of the women have never done sports before and never played football before, but they love the game and being active.
Orange Karma is all about team spirit, music and having fun.