HUMMEL'S Denmark World Cup kit is a protest against Qatar and the tournament costing “thousands of people their lives”.
The Danish sportswear brand has created “toned down” monochrome shirts not only inspired by the country’s Euro 1992 success but as a protest against Qatar and its human rights record.
Since 2010, hundreds of thousands of migrant workers have reportedly faced human rights abuses to build infrastructure necessary to host the tournament.
After unveiling the kit yesterday, Hummel said: “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.
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“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.”
The three shirts Kasper Hjulmand's side will bring to the World Cup are red, white and black.
On the black shirt, Hummel added: “The colour of mourning. The perfect colour for Denmark's third shirt for this year’s World Cup.
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“While we support the Danish national team all the way, this shouldn’t be confused with support for a tournament that has cost thousands of people their lives.
“We wish to make a statement about Qatar’s human rights record and its treatment of the migrant workers that have built the country’s World Cup stadiums.”
You can view all of the qualifying nations World Cup kits here.
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