THORNICO 34 SPORT & FASHION Anders Lind-Jensen Product Manager Teamsport hummel A/S In 2016, after 12 years without our iconic chevrons on the Danish national team jerseys, hummel signed a sponsorship contract with DBU, reuniting a historic partnership. And as a strategy of becoming not only a handball brand but also a football brand, it is of great importance to sponsor a team like the Danish National Team. This contract will be a strong platform to communicate this message in a very competitive market. Additionally, we are very proud to get the opportunity to design the new jersey for the Danish nation. Designing these jerseys is, however, a long process. We actually did start the process even before the ink on the contract was dry, as we had very little time for the entire design, development and production processes. First, we were working on the theme, the story and design direction, to 01 The Danish National Team winning the European Championship in 1992 DBU, Denmark ensure that we speak to the heart of the nation. In other words, we had to decide what kind of message we wanted to send with this jersey, both as a brand and as a nation. When our designers are working with a special team such as the Danish National Football Team, we always look back to the team’s heritage. For the Danish National Team, we looked at the Danish heritage. We asked ourselves many different questions – such as ‘what really matters in the Danish history?’ and ‘how did the Danes get known world-wide?’. The new jersey design is built on a very strong story, the colours are red and white of course, and certain Danish elements like our beloved flag are incorporated as well. With the new jerseys, we are confident, that we’ll see great results from the chevron wearing Danish football players in the coming years. 01 HUMMEL’S CORE VALUES SPORT DANISHNESS HERITAGE CHARACTER COMPANY KARMA
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