World Cup jersey design causes a stir: supplier immediately breaks sales records

Created: 09/30/2022, 11:24 am

By: Alexander Kaindl

The 2022 World Cup is getting closer.

The Danish national team will present a very special form of protest at the tournament.

Copenhagen – Rarely has a World Cup sparked such debates.

The closer the World Cup in Qatar approaches, the louder and more extreme the reactions against the host country and the conditions prevailing there.

Human dignity, working conditions, equal rights - these are all topics that are discussed a lot and rightly so.

The next wave of protests comes from Denmark - and it's particularly creative.

Supplier Hummel has seriously changed the design of the jerseys for the Danish national team, as reported by tz.de.

Denmark will appear in special jerseys at the 2022 World Cup: supplier Hummel with creative protest

Normally, the company and association logo as well as other trademarks of the outfitter always stand out in color from the basic color of the shirt.

That won't be the case in Qatar: Danish Dynamite will appear in single-colored shirts in winter, where these details can only be recognized at second glance.

Logos, stripes and basic colors are always kept in the same tone.

The Danes want to take a stand against the exploitation of workers and human rights violations.

"This is another way to show that we don't approve of some things about hosting the World Cup in Qatar," Jakob Jensen, chief executive of the Danish Football Association DBU, told TV2.

The official emphasized that the Denmark jersey was “one of many” critical signs of the selection with regard to the situation in the desert state.

The Scandinavians will appear in Qatar like the German selection with the "One Love" captain's armband.

The jerseys of the Danish national football team at the 2022 World Cup. © Hummel

Denmark jerseys immediately break sales records: part of the proceeds are donated

Morten Lund from Hummel speaks of the black jersey as a "walking mourning ribbon" and a sign of protest.

"We do not want to be visible at a tournament that has cost the lives of thousands of people," it said.

The black kit is the third for the Danes alongside an all-red kit and the third kits in white.

The World Cup jerseys are proving to be a bestseller: on the day of publication, more of them were sold than ever before in the history of the 1992 European champion. The supplier donates part of the proceeds to the human rights organization Amnesty International.

Organizer Qatar is - of course - not very enthusiastic about the Danish way.

Hummel's claim that "this tournament cost the lives of thousands of people" is disputed, the OC said in a statement to several media outlets.

The FIFA World Cup 2022 in Qatar

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The host referred to the "significant reforms" and "improved living conditions" for workers in the desert state, which is "dedicated to progress".

This commitment is "trivialized" by the Danes.

The Danish association was therefore "urgently" asked to inform its suppliers correctly about the joint work.

Most recently, FC Bayern Honorary President Uli Hoeneß caused discussions about the World Cup in Qatar with his call in a one-two.

Workers called his approaches "completely wrong".

Either way: The fans like the Danish design, and there is a lot of encouragement for the implementation and the idea on social networks.

Hummel's approach triggered worldwide enthusiasm, and the outfitter is likely to sell a number of copies before the start of the World Cup on November 20th.