What statement is Hummel making with their black kit design?

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Hummel's Black Kit Signifies Mourning in Protest Against Qatar's Human Rights Record

Hummel has introduced an all-black kit for Denmark's participation in the World Cup, a design intended to convey a message of mourning. This move by the sportswear company is a deliberate protest against Qatar's human rights record and the treatment of migrant workers involved in constructing World Cup infrastructure. The company has also visibly reduced the prominence of its branding and details on Denmark's other kits for the tournament.
Black Kit Symbolises Mourning

The all-black jersey, designated as Denmark's third kit for the World Cup in Qatar, carries a specific symbolic meaning. Hummel explicitly stated that the colour black was chosen to represent the "colour of mourning." This design choice underscores the company's strong stance and its intention to draw attention to the human rights issues associated with the host nation.
Protest Against Human Rights and Migrant Worker Treatment

Hummel's decision to design an all-black kit is part of a broader protest against Qatar's human rights record. The company articulated its intention to "make a statement about Qatar’s human rights record and its treatment of the migrant workers that have built the country’s World Cup stadiums." This action reflects a growing trend of teams and organisations using sporting events to highlight social and political concerns.
Reduced Branding on Denmark's Kits

In addition to the black kit, Hummel has also modified the design of Denmark's primary and secondary jerseys. The company has "toned down all the details for Denmark’s new World Cup jerseys," including its own logo and iconic chevrons. This subtle alteration further aligns with the protest, ensuring that the focus remains on the message rather than overt commercial branding.

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What statement is Hummel making with their black kit design?

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