DON'T TELL THE FANS THEY'RE IMPORTANT – SHOW THEM!
Football fans buy football shirts, right? Just do a new one and they'll buy it, no matter the design or the marketing.
Well, yes and no. A small group of hard-core fans and football shirt aficionados buy all shirts. But a small group is not enough to reach the full sales potential of a new official shirt for the national Danish football team. Far from it.
So, hummel had to find a way to make the new shirt a must-have for all Danish football fans upon its release in early Spring 2021. At the same time, hummel wanted to stand out as the social sports brand who truly understands the strong sense of community within football.
DON'T LET THE FANS CO-CREATE THE SHIRT – LET THEM SING IT!
Fans don't do design, in case you wondered. Fans sing and fans root for their team. So, a classic co-creation stunt where fans get to design the new jersey would also be for a small group only. And who wants to do classic stuff anyway.
Instead, we let the fans sing the shirt! On a beautiful Summer night, pre-Corona, we turned Parken into a massive sound booth and recorded 38,000 fans singing the Danish national anthem together.
Then, we transformed the song into a sound wave and integrated this image of dedication and togetherness directly into the fabric of the new jersey. Creating a truly unique shirt with a powerful message to the fans: We are one big team – pull on the new jersey and help your side do great things in the upcoming UEFA EURO 2021.