Sportswear company Hummel made a bold statement with its World Cup kits for the Denmark national team. Hummel, founded in Germany but now based in Denmark, has unveiled the jerseys that Denmark will wear at the upcoming World Cup.
All three jersey designs feature monochrome designs in red, white and black. The company logo and team crest are only visible after close inspection. Hummel claims they took a two-pronged approach when creating the unique designs for Denmark’s World Cup kits.
“With the new Danish national team jerseys, we wanted to send a double message,” Hummel explained on his official Instagram. “They are not only inspired by Euro 92, paying tribute to Denmark’s greatest footballing success, but also in protest against Qatar and its human rights record.”
This shirt carries with it a message.
We do not want to be visible during a tournament that has cost the lives of thousands of people.
We support the Danish national team at all times, but that is not the same as supporting Qatar as the host nation. pic.twitter.com/7bgMgK7WzS
— Hummel (@hummel1923) September 28, 2022
“That’s why we’ve toned down every detail on the new Denmark World Cup jerseys, including our logo and iconic chevrons. We don’t want to be visible during a tournament that has cost the lives of thousands of people.”
“We support the Danish national team at all times, but that is not the same as supporting Qatar as the host nation. We believe that sport should bring people together. And when it’s not, we want to make a statement.”
Hummel Designs Denmark World Cup Kits With Deep Meaning
In creating a third kit for the team, Hummel thought of the most appropriate color to sum up his feelings about this tournament. “Black. The color of mourning,” Hummel said. “The perfect color for Denmark’s third jersey for this year’s World Cup.”
Denmark has been at the forefront of criticism of the World Cup in Qatar. They have already announced that the team will wear training shirts during the tournament with messages of support for human rights.
The Danes will also stay away from any commercial campaign for the World Cup and will be one of nine teams in the competition to wear OneLove captain’s armbands. OneLove is a company that promotes diversity and inclusion.
