Denmark’s official kits for the 2022 World Cup have been unveiled with kit suppliers Hummel revealing the design is a "protest against Qatar and its human rights record".
The tournament is being hosted in the Gulf state this winter, however the country has been dogged by allegations of mistreatment of migrant workers - including from Amnesty International - and its stance on LGBT rights.
As a result, there have been calls for boycotts of the competition, although as things stand, no participating nation has chosen to do so.
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Denmark, however, will play in mostly plain red home jerseys and an all white change top which Hummel claim is due to the fact the sportswear giant wishes ‘not to be visible’ at the event.
“With the Danish national team’s new jerseys, we wanted to send a dual message,” they posted on Instagram. “They are not only inspired by Euro 92, paying tribute to Denmark’s greatest football success, but also a protest against Qatar and its human rights record.
“That’s why we’ve toned down all the details for Denmark’s new World Cup jerseys, including our logo and iconic chevrons.
“We don’t wish to be visible during a tournament that has cost thousands of people their lives. We support the Danish national team all the way, but that isn’t the same as supporting Qatar as a host nation.
“We believe that sport should bring people together. And when it doesn’t, we want to make a statement."
In addition, the Danes’ third shirt will be all black, in what Hummel describe as ‘the colour of mourning’, to honour the workers who reportedly died while constructing some of the stadiums hosting the matches.
The World Cup begins on November 20 with the final on December 18.
Aside from the reported controversies within the host nation, the tournament has also come under fire over its timing, which for the first time will be during the European winter, disrupting domestic leagues around the world.
Denmark have been drawn in Group D and kick off their tournament against Tunisia before taking on France and then Australia.
The Qatar supreme committee released a statement in response to the kit launch.
“Since winning the right to host the FIFA World Cup, the SC has worked diligently alongside the Qatari government to ensure that the tournament delivers a lasting social legacy.
“For that reason, we dispute Hummel’s claim that this tournament has cost thousands of people their lives. Furthermore, we whole-heartedly reject the trivialising our genuine commitment to protect the health and safety of the 30,000 workers who built FIFA World Cup™️ stadiums and other tournament projects.
“That same commitment now extends to 150,000 workers across various tournament services and 40,000 workers in the hospitality sector.
“The onus should always be on countries to do more to protect the rights of peoples all over the world, including in Denmark. The SC’s work is recognised by numerous entities within the international human rights community as a model that has accelerated progress and improved lives. Qatar’s reforms are acknowledged by the ILO and ITUC as a benchmark in the region. Like every country, progress on these issues is a journey without a finish line, and Qatar is committed to that journey.
“We urge the DBU to accurately convey the outcome of their extensive communication and work with the SC, and to ensure that this is accurately communicated to their partners at Hummel.”
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