All-White kit
Watch Now


Hummel returns as sponsor for the national team

When hummel returned as sponsor of the national Danish football team in the summer of 2016, the team was in a historic crisis. And our job was to get everybody interested in a new shirt…

Instead of pretending that everything was swell we embraced the crisis. The team and the fans didn’t need a new shirt. They needed to start over with a clean sheet. So that’s what we gave them.

Instead of designing a classic red-and-white players kit we stripped everything away and created The All-White Kit. As the symbol of a clean sheet and a new beginning. And by all-white we mean all-white: Names, logos, shirt numbers – everything was white when the team wore the kit in the first official match. And took an entire nation by surprise.