Denmark's former Prime Minister designed Brøndby's new Away kit A tribute to tradition and fans

The partnership between hummel and Brøndby is enriched by a new, surprising chapter. The Danish club has in fact unveiled the new Away jersey for the 2025/26 season designed by Helle Thorning-Schmidt, former Prime Minister of Denmark from 2011 to 2015, in collaboration with designer Soeren Le Schmidt. It is the first time that a former female prime minister has designed a football shirt, bringing together culture, fashion and sport in a truly innovative way.

A tribute to Brøndby's glorious tradition while at the same time embracing a modern vision of design. In detail the blue base of the jersey is decorated with a yellow psychedelic pattern that develops from the bottom of the shirt up to its midpoint. Yellow is also the color used to color the hummel emblem and the club's official logo, both embroidered, as well as the polo-effect collar. hummel's chevrons on the shoulders instead blend in thanks to a tone-on-tone effect.

The project for this jersey was born in March 2024 when Helle Thorning-Schmidt accepted the challenge of designing a jersey for Brøndby, her favorite team. If Thorning-Schmidt represented the intellectual force, Soeren Le Schmidt functioned as the operational counterpart responsible for translating the former prime minister's concepts and visions into actionable designs. A creative process that also involved Brøndby players in some of its phases, for example in defining details and in the choice of materials so that aesthetics would not overpower functionality. The final result is a jersey designed to be more than a simple football shirt. A symbol of collaboration and creativity that elevates the fans' passion through the reintroduction of the club's social colors.