Hummel
Denmark and Hummel. Hummel and Denmark.
If only the World Cup were so difficult to separate from everything it could be and everything it should stand for and against.
Hummel’s kits for Denmark’s World Cup are beautifully designed and carry a powerful message: we support Denmark but not the World Cup. And rightly so.
They’re also a masterful piece of marketing smarts, but as a marketing person myself I can only applaud their ability to generate an authentic statement and flog shirts at the same time.
Blackout third shirt for me, guys. Ta.
Hummel
Hummel