Since Hummel launched the new Denmark national team jersey in Spring 2026 it hasn’t been all well received - by me neither. People seem to miss the visual connection to Danish identity and culture. Therefore, my goal was to move beyond the generic new kit and create something with a deeper narrative; a jersey that represents not just the team, but the entire nation.
I wanted to create a concept is built around the idea that our team brings the nation along, when they head off to America. By embedding real geographical coordinates representing landmarks from across the country into the design, the jersey becomes a unifying symbol of national identity.

These coordinates are visualized as subtle, pulsating circles originating from the heart, representing both the physical heartbeat of the player and the emotional heartbeat of a nation standing behind them beating through the DBU-logo on the chest. Furthermore, a tribute to Danish football heritage is included through the message “For Denmark. For Sepp.”, linking past and present in one continuous story and paying respect to a fundamental figure of modern Danish football.

The design combines a clean, modern silhouette with layered storytelling:

• A deep red base maintains the classic Danish identity

• White 80’s inspired sleeves with Hummel chevrons preserve brand heritage

• Tonal coordinate patterns are integrated into the fabric as subtle, almost invisible details, pulsating from the heart as circular structures

The result is a jersey that appears simple at first glance, but carries a deeper narrative; designed not just to be worn, but to be felt.