Hummel Case study The all-white kit by Envision

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The all-white kit

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Industry Sportswear, Athletic Footwear & Accessories, Apparel & Accessories Stores
Media Case study
Market Denmark
Agency Envision
Creative Peter Boe, Jesper Herholt, Rasmus Saaby Bentzen
Released August 2016

Credits & Description

Category: Fashion
Media: Integrated
Media: Ambient
Brand: Hummel
Agency: envision
Geo: Denmark
Advertising Agency: envision, Aarhus, Denmark
Creatives: Rasmus Saaby Bentzen, Peter Boe, Jesper Herholt
Additional Credits: Tomas Olesen, Uffe Kjær Thomsen
Published: August 2016
When hummel returned as sponsor of the national Danish football team in the summer of 2016, the team was in a historic crisis. And our job was to get everybody interested in a new shirt. Instead of pretending that everything was swell we embraced the crisis. The team and the fans didn’t need a new shirt. They needed to start over with a clean sheet. So that's what we gave them. Instead of designing a classic red-and-white players kit we stripped everything away and created "The All-White Kit." As the symbol of a clean sheet and a new beginning. And by all-white we mean all-white: Names, logos, shirt numbers everything was white when the team wore the kit in the first official match. And took an entire nation by surprise.