Denmark will wear a “toned down” kit at this year’s World Cup in protest of Qatar’s human rights record, sportswear maker Hummel said on Wednesday, setting off a furious response from the Gulf state.
Qatar’s organising committee accused Hummel of “trivialising” the country’s efforts to improve conditions for migrant workers and called on the Danish federation to intervene.
The logo of the Danish sportswear brand and the Danish national badge are both barely visible on the shirts designed for the World Cup that starts on November 20.
Several competing nations and rights groups have criticised Qatar’s rights record and Fifa for allowing the event to be held in the conservative Muslim state where homosexuality is illegal.
Hummel said the new jerseys were “a protest against Qatar and its human rights record,” Hummel wrote in a post on Instagram.
“We don’t wish to be visible during a tournament that has cost thousands of people their lives,” the company said in an Instagram post that referred to reports of casualties among migrant labourers working on Qatar’s mega infrastructure projects.
“We support the Danish national team all the way, but that isn’t the same as supporting Qatar as a host nation.”
In addition to the main red strip and a second jersey in white, a black…