HUMMEL’S Denmark World Cup kit is a protest against Qatar and the tournament that is “killing thousands of people”.
The Danish sportswear brand has created “toned-down” monochrome shirts, inspired not only by the country’s success in 1992, but also as a protest against Qatar and his human rights record.
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Since 2010, hundreds of thousands of migrant workers have reportedly faced human rights violations to build the infrastructure needed to host the tournament.
After unveiling the kit yesterday, Hummel said: “With the new Danish national team jerseys, we wanted to convey a double message.
“They are inspired not only by Euro 92, a 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.
“We don’t want to be visible during a tournament that has killed thousands of people. We fully support the Danish national team, but that is not the same as supporting Qatar as the host country.
“We believe that sport should bring people together. And if not, we want to make a statement.#HistoryIsWhatWeDoNow.”
The three shirts that Kasper Hjulmand will bring to the World Cup are red, white and black.
On the black shirt, Hummel added: “The color of mourning. The perfect color for Denmark third shirt for this year’s World Cup.
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“While we fully support the Danish national team, this should not be confused with support for a tournament that has cost thousands of lives.
“We want to make a statement about the human rights situation in Qatar and the treatment of the migrant workers who built the country’s World Cup stadiums.”
You can view all the World Cup kits of the qualifying countries here.