Featured image credit: Hummel International
The '80s and '90s were a glorious era for Danish football, not just because the Danes assembled of one of the most talented collection of players in international football history, with the likes of Michael and Brian Laudrup, Preben Elkjaer, Peter Schmeichel, Frank Arnesen,Søren Lerby and Morten and Jesper Olsen turning out for De Rød-Hvide (the red and white), but also because kit manufacturers Hummel were producing what can only be described as 'hot fucking fire' for the Danes to turn out in.
The kits that adorned the 'Danish Dynamite' team of the 1986 World Cup have gone down in folklore as two of the greatest accomplishments in the history of football kit manufacturing and the Danish sportswear brand also designed the kits the Danes won the 1992 European Championships in.
A disappointing defence of their crown at Euro '96 was followed by an impressive quarter-final reaching effort at the 1998 World Cup, before a group stage exit from the tournament in 2002 and a quarter-final humbling at the hands of the Czech Republic at Euro 2004. The tournament in Portugal would be the last time Hummel designed Denmark's kits for 12 years, with Adidas taking the reigns. However, the last dozen years haven't been particularly kind to 'The Red And White', who have failed to qualify for the last two major international tournaments.
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Now with Hummel back in control, a 'new beginning' is set to be ushered in against Liechtenstein tonight, with the Danes playing in an entirely white kit for one match only. The shirts worn by the players will then be auctioned off, with all proceeds from the auction going to a military veterans football club in Denmark, FC Granatchok.
Speaking of the decision to opt for all white, Hummel CCO Søren Lund said:
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"It's time to make new history and to write new tales - and new tales start with a blank page. For the first time ever the jersey is all white - including our logo - as hummel is more than merely a sponsor, we are fans. So it is more important for us to help underline the beginning of a new era, where the Danish national football team will rise again, than to flash our logo. Therefore, we encourage all fans watching the game to wear an all-white jersey to support the team and mark the new beginning."
Image credit: Hummel International
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Let's hope the switch back to Hummel can reverse Denmark's recent fortunes on the pitch.
Topics: Football, Denmark, Football Kits
