hummel and the Danish national football team launch all-white football kit to mark new era


The Danish national team will play Liechtenstein in a first ever all-white football kit tomorrow as they prepare to qualify for the World Cup in 2018 and mark a new era.

After two missed qualifications, hummel as a new sponsor, encourage the people of Denmark to come together to evoke a new era for the small country in Scandinavia. The team will play in white from top to toe instead of the traditional red/white kit symbolizing the Danish flag.

“It’s time to make new history and to write new tales – and new tales start with a blank page. For the first time ever the jersey is all white – including our logo – as hummel is more than merely a sponsor, we are fans. So it is more important for us to help underline the beginning of a new era, where the Danish national football team will rise again, than to flash our logo. Therefore, we encourage all fans watching the game to wear an all-white jersey to support the team and mark the new beginning,” says hummel CCO Søren Lund.

Limited edition of jerseys for a good cause

The white jersey will only be played in one time by the national team –against Liechtenstein – and after the game the players’ jerseys will be auctioned away online. All proceeds from the auction will go to a military veterans football club in Denmark, FC Granatchok.

Søren Lund elaborates; “We are honored to sponsor the Danish national football team, and together with DBU, we are proud to be able to assist FC Granatchok with their football aspirations. They deserve a second chance. A chance to make new history. Just like the Danish national football team.”.

Only 99 of these all white, uniquely numbered jerseys exist in total. These are sold exclusively in fashion shops in Denmark.

From Adidas and back to hummel

The official new kit, which marks the sponsorship shift from Adidas back to Danish hummel, will be revealed on September 1st at 10.00 CET. The first time the players get to sport the new kit on field will be during the first of the qualifying matches for the World Cup – on September 4th.

You will always be able to see the current jersey designs and follow the campaigns on Danish sports manufacturer hummel, is the official sponsor of the Danish Football Federation for the next 8 years.


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About hummel

Established in 1923, the Danish sports brand hummel has a long history within the sportswear industry. 140 passionate employees work at the headquarters in Aarhus with the common mission of

Changing the world through sport. The primary target markets are Scandinavia, Central Europe and Turkey. There are also global distribution channels in another 32 countries. hummel designs, produces and markets clothes and equipment for various sports as well as sneakers and leisure wear for both adults and children. With the product categories; teamsport, footwear, kids, sport lifestyle and selected premium co-labs, hummel launches new styles several times a year in a consistent mix of retro and contemporary trends.

hummel A/S is part of the Thornico Group.

Premier League stars Christian Eriksen (Tottenham Hotspur) and Pierre-Emile Højbjerg (Southampton F.C.) and their team-mates will play in the kit

Press contact

Søren Lund, Chief Commercial Officer, +45 20308782,