Sponsor of a national team in historic crisis
When hummel returned as shirt sponsor of the national Danish football team, the team was in a historic crisis. After failing to qualify, first for the World Cup and then for the European Championship, match day attendance and TV ratings were decreasing and so was involvement in general. And our job was to get everybody interested in a new players shirt from hummel...
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