Sharing and togetherness is the essence of Danish sports brand hummel.

Therefore, hummel came to us with the task of transforming these essential brand values into a new official Denmark jersey for the EURO 2020.

Sharing and togetherness is also at the core of being a football fan. Strong emotions that find their most powerful expression when we stand united at the game – singing our hearts out!

So, one of the last times fans filled the Danish national stadium in Copenhagen, pre-corona, we turned it into a massive recording studio and captured the roar of 35,000 fans singing together.

Afterwards, we converted the sound of unity into a unique sound wave and then into red fabric – very much like a 3D printer of emotions. And created a jersey with the echo of fans in every single fibre.

We didn't just let the fans co-create the jersey. We let them sing the jersey! And made the jersey an image of their support and devotion.

RESULTS

PR-value:
- 8,700,000 DKK

Sales:
- Index 163 after the first weeks.
- Jersey sold out after first game in the EURO.
- Index 300 in total (all time high).

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