'THIS IS IDENTITY!' - WHEN FANS DESIGN FOOTBALL SHIRTS | BEHIND THE CHEVRONS #7

Last year, hummel and Brøndby IF invited a small group of the Danish Superliga club’s fans to take part in the design process for the 2022/23 kits. Fast forward to August 2022, and Brøndby’s new away shirt – a wild graffiti-inspired jersey – became an instant success. The fastest-selling shirt in the club’s history! In this episode of BEHIND THE CHEVRONS, we delve into the special bond between 11-time Danish league champions Brøndby IF and the club’s fans, and how hummel understands and helps foster that relationship through close collaboration. In particular, we take a look at Brøndby’s new shirts for the 2022/23 season, examining some of the finer details and revealing exactly how the fans, the club and hummel worked together to create the finished product. Our guest is Nanna Møller Karlsen, a Brøndby fan, who was almost raised on the terraces, and has turned her passion into a career with the creation of Brøndby-focused fan media 3point.dk. Nanna takes us on a personal journey, explaining the central role Brøndby has had in her life but also in Danish football in general, while also sharing some of her favourite shirts the club has had over the years. At hummel, we believe that few things can bring out more passion in people than sports. And perhaps nothing shows this better than the humble football shirt. It’s the connective tissue that binds together not only clubs, players, and fans, but brings people together from all corners of the globe. BEHIND THE CHEVRONS celebra