October 25 – Next month, Denmark will unveil a special limited-edition jersey in collaboration with cult kit manufacturer Hummel and Danish fashion brand HALO during their UEFA Nations League match against European champions Spain.
As reported earlier this week, jersey sales significantly contribute to club revenues, a trend mirrored in international teams. With the ongoing fusion of fashion and football, jerseys have become essential fashion accessories. The new design will debut at the iconic Parken Stadium in Copenhagen on November 15.
The limited-edition jersey showcases a deep Bordeaux color scheme, blending HALO’s Scandinavian design sensibilities with Denmark’s football heritage. A unique aspect of the jersey is its inspiration from skydiving, a nod to HALO founder Helge Petersen, who conceived the brand’s vision during a jump from a plane in 1981.
A key design element is the badge featured on the shirt. In both club and international football, supporters often view the badge—often kissed by players in celebration—as a symbol of their loyalty. Although the Danish badge has undergone several changes, Hummel and HALO are confident that fans will embrace its new look.
Daniel Struzinki, head of HALO, emphasizes that the jersey aims to promote “cohesion, courage, and community.” He adds, “We have designed a national team jersey that embodies a united entity striving for a common goal—both on and off the pitch.”
Birgitte Mabeck, commercial director of the Danish Football Association (DBU), echoes this sentiment, stating that the collaboration with HALO and Hummel has resulted in a jersey that merges the dynamism of football with creative fashion while celebrating the pride and unity inherent in Danish football.
Ultimately, Hummel aims to make the national team more relevant in both the football and fashion arenas, according to marketing director Morten Lund. The brand has a long-standing association with the Danish team, having created memorable kits, including the iconic half-and-half pinstripe design worn by the “Danish Dynamite” generation during the 1986 World Cup.
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