Denmark is going to the UEFA EURO 2021 and Danish sports brand hummel wants to create the ultimate jersey for the team and fans. A jersey that:

1. Celebrates the strong sense of community in football.

2. Becomes a must-have for all fans of the Denmark team.

The sense of community in football, and sports in general, is an integral part of the hummel brand as stated in the payoff: "Share The Game".

At the same time, a new official Denmark jersey holds extremely high sales potential and especially so when the team is going to a huge tournament such as the UEFA EURO 2021.

In other words, the job is twofold: Strengthen hummel's position as the social sports brand using the EURO 2021 as leverage. And make the most of a unique sales potential.

Standing united, singing your heart out, is the essence of being a football fan – just like sharing and togetherness is the essence of the hummel brand.

So, the idea was to find a way of transforming this moment of unity among football fans into a new official Denmark jersey.

We didn't just want the fans to co-create the jersey. We wanted them to sing the jersey! And make the jersey an image of their support and devotion to the team.

Football fans buy football shirts no matter what, right? Just do a new one and they will buy it, regardless of design or marketing.

Well, yes and no. A small group of hard-core fans and football shirt aficionados buy all shirts. But a small group is not enough to reach the full sales potential of a new official shirt for the national Danish football team. Far from it.

So, hummel had to find a way to make the new shirt a must-have for all Danish football fans upon its release in early Spring 2021. At the same time, hummel wanted to stand out as the social sports brand who truly understands the strong sense of community within football.

To achieve this, the strategy was fairly simple: Don't tell the fans they're important – show them, involve them, co-create with them!

In short, create a jersey "Made By Denmark".

One of the last times fans filled the Danish national stadium in Copenhagen, we turned it into a massive recording studio and captured the roar of 35,000 fans singing together.

Afterwards, we converted the sound of togetherness into a unique sound wave and then into red fabric – very much like a 3D printer of emotions. And created a jersey with the echo of fans in every single fibre.

Having kept this as a secret, we finally released the jersey with a film about its creation as a tribute to the togetherness of fans and players. And followed up with a campaign based on PR and digital media.

hummel powerfully cemented the position as the social sports brand that celebrates the great community of sport. And made record sales for a new Denmark jersey.

The fans, on the other hand, got to leave their mark on the official shirt – and buy a unique jersey which is also a statement t-shirt about the invaluable importance of their support.

Furthermore, the new jersey was the story of the day in Danish television and various social media.

Sales: 163% – compared to record sales in 2018 (FIFA World Cup-jersey)