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.

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