|What company are you calling from? hot plants peoples pharmacy Beyond his tattoos, football is the starting point to understanding Stadil. He owns Hummel, a sports and fashion brand established in Germany in 1923 that invented the studded football boot. In its heyday, Hummel dressed such teams as Tottenham and Real Madrid, but in 1994 it went bankrupt. Stadil bought it in 1999, when “it was absolutely not trendy”, and exploited its retro appeal. Now Hummel is enjoying a renaissance, its chevron logo jostling against Nike ticks on the streets of east London.