the sports brand Hummel presented this Wednesday the shirts that the danish national team of football will wear in the next Qatar World Cup.
But, against all marketing principles, the uniform is characterized by the sobriety of its design with which the Danish firm wants to protest the human rights situation in the Asian country: with a virtually invisible logo.
“With the new jerseys of the Danish national team we wanted to send a double message. Not only are they inspired by Euro 92, paying homage to Denmark’s greatest footballing success, but it is also a protest against Qatar and its history in relation to human rights”, the brand has indicated through social networks.
Denmark’s kit supplier says it has “toned down” its logo and design on the team’s World Cup shirts because it does not want to endorse the hosts Qatar https://t.co/fcgFnVAP0l
— Times Sport (@TimesSport) September 28, 2022
“We have dimmed all the details of the new Denmark shirts for the World Cup, including our logo and the iconic ‘chevrons’ -the V-shaped chevrons characteristic of the brand’s designs-. We don’t want to be visible during a tournament that has cost the lives of thousands of people,” the brand explained in the statement.
“We support the Danish national team until the end, but that is not the same as supporting Qatar as the host country. We believe that sport should bring people together and when it doesn’t we want to make a statement,” he adds.
three kits
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The Danish team, which will face France, Tunisia and Australia in the first phase, will wear three jerseys at the World Cup, a completely red first kit, a white second and a completely black third.
“The color of mourning. The perfect color for Denmark’s third jersey for this year’s World Cup. We want to make a statement about Qatar’s human rights record and its treatment of the migrant workers who have built the World Cup stadiums.” “, concluded the message of the sports brand.