MADE BY DENMARK
· HUMMEL X DBU ·

THIS IS HOW WE MADE THE WORLD'S LARGEST SOUND STUDIO AND INVOLVED THE FANS IN THE DESIGN OF THE NATIONAL TEAM JERSEY.

We activated Hummels Share The Game platform when the national team jersey for the European Championship 2021 was to be developed. By transforming Denmark's national stadium into a giant sound studio, the Danish fans became part of the jersey when they sang the national anthem to the fullest. We incorporated the sound wave in the jersey's design, so the players always have the fans with them when they fight for Denmark.