Celebrating the new generation with a special Danish national team shirt

The shirt pays tribute to the new generation of young diverse Danes, who are forging careers in life and within football - and will be worn by the players for the friendly match against Serbia on March 29.

“The collaboration between hummel and BLS brings together the best of two worlds: hummel as the established player in Danish football and BLS as an important represen-tative of growth layer and minorities. It’s all about representation, diversity and not least the feeling of unity. And together with BLS and DBU, we’re proud to pay tribute to the new generation with a specially designed national team shirt” says Allan Vad Nielsen, CEO of hummel.

Lifestyle collection embraces the community

Besides the new national team shirt, hummel, DBU and BLS Hafnia have also designed a larger lifestyle collection that aims to extend beyond the 90 minutes on the pitch and in the stands. The collection appeals to the new generation and includes everything from hoodies and tracksuits to caps and flip flops.

“At hummel, we believe that the team is stronger than the individual, and the same goes for BLS. Therefore, we were in no doubt that we wanted to collaborate with BLS, as their urban roots combine diversity, fashion, and a love of football ” says Morten Lund, Marketing Manager at hummel, and continues:

“BLS has strong credibility, and at the same time they represent an unpretentiousness where they are not afraid to do things their own way. It creates a strong identity and authenticity, which in many ways is reflected in hummel’s values. For us, togetherness and community are the essence, and in the world of football, there is no us and them. On the pitch, we’re all fighting for the same goal, and that’s exactly what we want to express with this collaboration.”

Read more here

And check out the collection at www.landsholdsshoppen.com