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World Cup 2022: Denmark to wear 'toned down' jerseys in protest at hosts Qatar - BBC Sport
Denmark will wear "toned down" jerseys for the World Cup to protest against Qatar's human rights record and treatment of migrant workers.www-bbc-com.cdn.ampproject.org
If you ever wanted a dictionary definition of "virtue signalling" or "performative action" this Hummel stunt would be perfect.
Hummel "We don't want to be seen during this world cup campaign" - But they've pushed this story to every newspaper to promote the kit.
They make their kits in asian sweatshops because they care about Danish values but not enough to pay Danish manufacturing prices.
They have not announced what % of profit is being donated to charity, so they're still profiting off these special edition world cup jersey's that they'll sell to anyone who wants to appear to be anti-Qatar.
It's 100% marketing. Profiting off the moral discomfort fans have about the world cup. "Yes I'm watching the World Cup but look I'm in this Hummel shirt that's blood red to protest the people who died, I'm not part of the problem"
If they genuinely wanted to not be seen, they would not make a special world cup edition shirt and they would provide the players with shirts that didn't have their logos on and they would do all that without mass press releases.