Hummel makes statement with World Cup kits for Denmark

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.”

“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.