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"The values that Hummel seeks to communicate are north European liberal values. Simon Chadwick, professor of sport and geopolitical economy at SKEMA Business School, said Hummel had positioned itself as a brand that embodies a set of values. The launch was met with mixed reviews, with some hailing the company for its stance and others dismissing it as a marketing stunt to boost sales ahead of a major tournament. The Danish sportswear company released a red monochrome kit on Wednesday that camouflages its logo while also launching Denmark's all-black third kit, which it said signified the "colour of mourning".

Hummel's decision to tone down the details of Denmark's World Cup kit in protest against Qatar's human rights record was driven by the company's desire to be seen as a purpose-driven brand, industry experts told Reuters on Thursday.