In a new campaign, Danish sportswear brand hummel is teaming up with three of its partner football clubs across Europe – Brøndby IF, FC Köln, and Coventry City FC – to highlight the importance of equality, inclusion, and diversity. This shared vision is brought to life with the launch of a unique pre-game jersey, sending a strong message that there is room for everyone – both in the stadium and in the wider community.
In the upcoming weekend matches, players from Brøndby IF, 1. FC Köln, and Coventry City will wear a specially designed equality jersey during their warm-ups.
The jersey, designed in collaboration with hummel, is a symbol of unity, featuring vibrant rainbow colours to celebrate equality and reflect the shared commitment of the clubs and hummel to create open, inclusive cultures where everyone is welcome – both in the stadium and within the local community.
“Football has always been about more than what happens on the pitch. it’s about creating communities where everyone feels they belong. With the launch of this new pre-game jersey, we aim to highlight our commitment to equality and inclusion, not only as a brand but in partnership with clubs that are integral parts of their local communities. The rainbow colours on the jersey send a powerful message that football is for everyone, regardless of background, belief, or who they love,” said hummel’s Marketing Director, Morten Lund.
This campaign is part of hummel’s global initiative to spread the message of unity, equality, and inclusion around the world. By using the rainbow colours as a central visual element, hummel and its partner clubs demonstrate how sport can serve as a powerful platform for social change.
“We believe real change starts in local communities. Just like bees working together in a swarm can protect and transform their surroundings, we believe that communities have the power to drive global change. By starting in our own neighbourhoods, we can shift attitudes and use sport as a catalyst to create a more inclusive world. We hope this campaign inspires players, fans, and communities to unite in support of equality,” said Morten Lund.
