Hummel celebrates ROTATE jersey: Sales are twice as high as usual
🇩🇰 Du finder den danske version af denne artikel her.
It created a lot of attention last week when DBU, Hummel, and the Danish fashion brand ROTATE launched their joint version of the women’s national team jersey.
For the first time, the women’s national team is getting one of the so-called collaboration jerseys, which the men’s team has had previously – and the reactions have been positive, far beyond the football world. And the sales have followed suit. They have exceeded hummel’s own expectations.
This is according to Nicolai Johansen, PR & Communication Manager at hummel, who in this conversation also provides a closer look at the collaboration with the players and the company’s commitment to the growth of women’s football.
Women’s football is experiencing rapid growth, and we are seeing a significant increase in interest, attendance, and commercial opportunities.

ROTATE has a bold and innovative design universe
Nicolai, one week after the launch, how has the jersey been received?
“It’s obviously something completely different from what we’ve previously launched with the women’s national team. That’s why we were also curious about the reception, but we’ve been positively surprised by how the jersey has been received in both the football and fashion worlds. A hype has been created around the women’s national team, and that was one of our goals with the collaboration. Now we’re just looking forward to seeing them play in the jersey on April 8th against Italy in Herning.”
Has the sales lived up to expectations?
“The interest in both the national team jersey and the accompanying lifestyle collection has been really high, and this has been reflected in the sales figures. Compared to our latest jersey launch for the women’s national team, we’ve sold more than twice as many jerseys this time. This highlights the hype that has been generated around the jersey.”
Female empowerment
ROTATE er velbeskrevet på disse linjer. Men hvor er det, de passer godt ind til jer?
“ROTATE passer perfekt til hummel, fordi vi deler en fælles passion for innovation, design og ikke mindst kvindelig empowerment. ROTATE har et modigt og nytænkende designunivers, og deres evne til at skabe trends, der skubber grænser, matcher vores ambition om at forene performance og stil. Samtidig er deres engagement i at styrke kvinder gennem mode i tråd med vores ønske om at støtte kvindefodbolden og dens positive udvikling både i Danmark og globalt.”
Vi så, at (blandt andet) stjernespilleren Pernille Harder var yderst begejstret for samarbejdet. Hvor meget har spillerne været inde over?
“Som altid har vi haft tæt dialog med spillerne for at sikre, at designet ikke kun ser godt ud, men også lever op til de krav, der stilles til performance på topniveau. Derudover er det vigtigt for os, at spillerne føler ejerskab over trøjen – at den afspejler deres identitet og værdier både på og uden for banen.”

The collection consists of full match kits for both children and adults, as well as tracksuits, half zips, and various accessories.
What does it mean for hummel to contribute to strengthening women’s football through collaborations like this one?
“For us, it’s about much more than just designing a new national team jersey. We see it as an opportunity to use our platform to focus on the development of women’s football and create greater visibility for the national team. Through our collaboration with ROTATE and DBU, we hope to inspire the next generation of women to pursue their dreams with courage and confidence.”
How do you see the commercial value of women’s football developing in the coming years?
“Women’s football is undergoing rapid development, and we see significant growth in interest, attendance, and commercial opportunities. That’s why we are also convinced that women’s football will continue to become an even greater commercial force in the future, and we see it as a natural part of our strategy to play an active role in this positive development.”
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