All football fans have their idols. And when you have an idol in football you buy a shirt with his name on it.

It has always been like this in football. Until the Danish national team and its shirt sponsor hummel reversed the roles entirely. And the players put on shirts of fans to celebrate the invaluable significance of the supporters. And brand hummel as a genuine fans' brand.

First, we launched a Facebook campaign activating the fans and asking them to give us their own well-worn football shirts. Then, we cut the shirts to pieces and carefully sewed them together again, creating new patchwork shirts from all the individual pieces. Each little piece representing the dedication of a loyal fan – and blessed by the sweat, tears and dreams of countless games in the stands.

And then, in one of the last games before going to the FIFA World Cup in Russia, we turned the patchwork shirt into a major PR event as the team wore the shirt as a sign of gratitude towards some of the most important people in football. The fans.

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