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BLS x hummel x DBU

In collaboration with hummel and DBU (Danish Football Federation) BLS Hafnia designed a national team jersey, which was worn by the men's national team in the 3-0 victory against Serbia in Parken, Copenhagen on March 29, 2022.

The jersey is a tribute to the new generation and was part of a larger clothing collection from hummel, BLS Hafnia, and DBU.

As part of a larger collaboration between hummel, DBU, and BLS Hafnia, the players wore a specially designed national team jersey that pays tribute to the new generation and focuses on young Danes with different backgrounds who are trying to create a career in life and in football. 

“Football is an inclusive community, and no matter where you come from, your background, or your status, the national team has always been possible, as long as you have worked hard for it. And the belief that hard work pays off, even if you are an underdog, is something that we would like to express with the new national team jersey," says Besnik Miftari, founder and creative director of BLS Hafnia, and continues:

"We want to show that the new generation is not afraid to dream big. Diversity and inclusion are strengths in our optics, and it helps us to develop when differences meet. At the same time, we would like to highlight the idea of ​​standing together as a team and a country. This applies on the pitch as well as in rest of the world, ”he concludes.

The new national team jersey, which is white and consists of a monogram, where the three logos from hummel, DBU, and BLS Hafnia meet, is inspired by the iconic Danish designs from 1986 and 1992.

“The collaboration between hummel and BLS brings together the best of two worlds: hummel as the established player in Danish football and BLS as the representative of minorities. It is about representation, diversity, and the feeling of belonging somewhere. We are proud that we can help pay tribute to the new generation along with BLS and DBU, with the specially designed national team jersey,” says Allan Vad Nielsen, CEO of hummel. 


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

At hummel, we believe that the team is stronger than the individual, and the same applies to BLS. Therefore, there was no doubt that we would like to start a collaboration with BLS, which with their urban roots helps to unite inclusion, fashion, and the love of football, "says Morten Lund, marketing manager at hummel, and elaborates:

"BLS has outstanding 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 set of values.

For us, togetherness and community are essential, and in the world of football, there is no ”us” and “them”. Here we all fight for the same goal, and that is what we want to express with this collaboration, ”concludes Morten Lund.



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