Sportswear company Hummel made a bold statement with their World Cup kits for the Denmark national team. Founded in Germany but now headquartered in Denmark, Hummel unveiled the jerseys Denmark will wear in the upcoming World Cup.
The three jersey designs feature monochrome red, white and black designs. The company’s logo and team crest are only visible upon close inspection. Hummel claims that they had a two-pronged approach when creating the unique designs for the Denmark World Cup kits.
“With the Danish national team’s new jerseys, we wanted to send a dual message,” Hummel explained on their official Instagram. “They are not only inspired by Euro 92, paying tribute to Denmark’s greatest football success, but also a protest against Qatar and its human rights record.”
This shirt carries with it a message.
We don't wish to be visible during a tournament that has cost thousands of people their lives.
We support the Danish national team all the way, but that isn't the same as supporting Qatar as a host nation. pic.twitter.com/7bgMgK7WzS
— hummel (@hummel1923) September 28, 2022
“That’s why we’ve toned down all the details for Denmark’s new World Cup jerseys, including our logo and iconic chevrons. We don’t wish to be visible during a tournament that has cost thousands of people their lives.”
“We support the Danish national team all the way, but that isn’t the same as supporting Qatar as a host nation. We believe that sport should bring people together. And when it doesn’t, we want to make a statement.”
Hummel designs the Denmark World Cup kits with deep meaning
When creating a third kit for the team, Hummel thought of the most fitting color to encapsulate their feelings on this tournament. “Black. The color of mourning,” said Hummel. “The perfect color for Denmark’s third shirt 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 supporting human rights.
The Danes will also stay away from any commercial campaigns for the World Cup and be one of nine teams at the competition to wear OneLove captain armbands. OneLove is a company that promotes diversity and inclusion.
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MarkB
September 28, 2022 at 7:34 pm
I’ve just seen a story that’s slightly related. Iran’s national team refused to show their national colors in their friendly in protest of the murder of Mahsa Amini by Iranian authorities. Good for them!
JP
September 28, 2022 at 1:33 pm
“We don’t wish to be visible during a tournament that has cost thousands of people their lives”
–
Ha, virtue signaling at it’s finest. Don’t want to be visible, but still going to provide and sell kits…plus create media to make their “brave” stand against Qatar visible and gain praise. All the while, still continuing to profit off the tournament.
Daniel
September 28, 2022 at 2:12 pm
Huge W
Walter
September 28, 2022 at 3:25 pm
All of these countries who disagree with Qatar’s human right issues should not attend the FIFA World Cup!
MarkB
September 28, 2022 at 7:26 pm
Walter, I certainly can agree with that. But that’s really not feasible since,outside of Saudi Arabia and Iran, the rest of the world teams that qualified probably disagree with their human rights issues. That sportswashing s..thole should never have been awarded the WC in the first place, but since they have, well what can you do?