Hummel, the shirt sponsor of Denmark, has adapted the kit that the country will wear at the World Cup and thus made a powerful statement towards Qatar. Hummel says he wants “not to be visible during a tournament that has cost thousands of lives.” The third outfit of the Danes is also completely black: the color of mourning.
The home and away kit is inspired by the kit worn during the 1992 European Championship, which Denmark won, says Hummel via Instagram. “In addition, it is also a protest against Qatar and its human rights. That’s why we’ve toned down all the details for Denmark’s new World Cup kits, including our logo and iconic chevrons.” The shirt sponsor thus makes a powerful statement towards Qatar.
“We don’t want to be visible during a tournament that has killed thousands of people. We are fully behind the Danish national team, but that is not the same as being behind Qatar as the organizing country. We believe that sport should bring people together. If that’s not the case, we want to make a statement,” continues Hummel. Denmark’s third uniform is completely black, with the logo of the country and of Hummel barely visible.
“Black: the color of mourning”, begins the shirt sponsor. “The perfect color for this year’s third World Cup kit. While we fully support Denmark, this should not be confused with support for a tournament that has cost thousands of lives. We want to make a statement about Qatar’s treatment of the migrant workers who built the World Cup stadiums.” Denmark will also wear a rainbow captain’s armband at the World Cup. The country thus supports the OneLove campaign that the Dutch national team set up earlier.
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