We Will Rise Again
Create a new starting point for team and fans

Instead of pretending that everything was okay 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. We gave them: The All-White Kit.

Everybody expected hummel to design a classic red-and-white players kit. Instead, 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 with hummel on the chest.

New hope – And a worldwide reach

When Denmark played in The All-White Kit for the first and only time, it took an entire nation by surprise. Even before kick-off, the Internet was buzzing about the kit, reporters were wearing it, experts were analyzing it. The All-White Kit made everybody get involved with the team again – and its proud sponsor, of course.

PR value: DKK
Media ROI: