After failing to qualify for the 2014 World Cup and Euro 2016, Denmark kitmaker hummel decided to wipe the slate clean a little too literally for their friendly against Lichtenstein.
“Tonight the national team will play in white from top to toe,” says hummel. “There is no red on the jersey, because tonight the jersey is not a symbol of the Danish flag as usual. It is the symbol of a new beginning. After two missed qualifications it is time to write new tales – and make history once more – and new tales need a blank page, an empty canvas. That is why the jersey is white. It is so white that you can’t even see our logo, because it blends in with the rest. But we don’t care about that. hummel is not just a sponsor. hummel is a fan and therefore it is more important for us that the national team rises again, than for us to flash our logo.”
Making the hummel logo white on white background is one thing, but the players’ names and numbers are also white, making them virtually impossible to read for anyone watching the game. This is where a clever idea in theory becomes a bad idea in practice. That said, it was just a friendly against Lichtenstein, so who cares.
Denmark went on to win 5-0, but no one knows who scored the goals because the invisible names and numbers on the players’ backs.