Fans hail Hummel’s ‘powerful message’ to Qatar using Denmark’s World Cup kit

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Fans have been left in awe of Hummel’s ‘astonishingly powerful message’ against Qatar ahead of the World Cup.

The Danish sportswear brand has produced Denmark’s kit for the tournament not only as a nod to their Euro 1992 success, but also as a form of protest against Qatar’s controversial human rights record.

Their jerseys come in the form of three ‘toned down’ colourways in red, white, and black, with the logo and badge all blended into the monochrome shirts. And Hummel took to social media on Wednesday to explain the hard-hitting kit designs, having unveiled them the day before.

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The statement read: “With the Danish national team’s new jerseys, we wanted to send a dual message. They are not only inspired by Euro 92, paying tribute to Denmark’s greatest football success, but also a protest against Qatar and its human rights record.

“That’s why we’ve toned down all the details for Denmark’s new World Cup jerseys, including our logo and iconic chevrons.

Do you agree that Hummel's kit decision is a 'powerful message'? Let us know in the comments section.

“We don’t wish to be visible during a tournament that has cost thousands of people their lives. We support the Danish national team all the way, but that isn’t the same as supporting Qatar as a host nation.

“We believe that sport should bring people together. And when it doesn’t, we want to make a statement. #HistoryIsWhatWeDoNow.”

It comes after reports of migrant workers facing human rights abuses in the build-up to the World Cup ever since planning got underway.

And fans have applauded the gesture towards a scandal, which has not been challenged by other kit designers to the same degree.

One Twitter user responded by saying: “This is an astonishingly powerful message. Respect to Hummel for standing by their principles here.”

Another chimed in by adding: “Incredible”. And a third put: “What a statement. Bravo on this,” along with a clapping emoji.

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  • World Cup
  • Qatar
  • Twitter

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