ROTATE Designed a New Kit for the Danish Women's Team, But We Want It Too
In collaboration with sportswear brand hummel and the Danish Football Federation.
Women’s football is having a major moment. From Arsenal WFC tackling period stigma to the Kmita twins’ Powerhouse Project empowering sports communities, the movement is gaining momentum and conversations around championing female athletes are growing. Now, it’s going global — Copenhagen-based ROTATE teamed up with sportswear brand hummel and the Danish Football Federation (DBU) to reimagine the Danish National Women’s Football team kit.
“Our goal for ROTATE has always been to empower the women that wear our clothing, whether it’s a sequin dress or a football jersey, we want to inspire confidence through our designs. It is a great honor to partner with hummel and DBU to create the new kit for the National Women’s Football Team of Denmark,” shares Thora Valdimars and Jeanette Madsen, Co-Creative Directors of ROTATE.
We want to celebrate the accomplishments of our national team and provide a platform to share our message of female empowerment with a diverse new audience. We hope this partnership will inspire the new generation of young women to pursue their dreams, stay true to themselves and work together,” the duo continues.
The football kit includes a red, white and black chevron jersey, shorts, a zip-up jacket with ROTATE’s signature shoulder pads and socks. Set to debut on April 8, 2025, the Danish WFC will wear this exclusive design in a special match against Italy. We love the black oversized half-zip sweater and sporty socks, each stamped with the fashion brand’s “R” logo while also featuring Denmark’s national flower — the marguerite daisy. Functional yet statement-making, the collection merges athletic influences with ROTATE’s signature aesthetic.
“Collaborating with hummel and ROTATE allows us to reflect the ambition and spirit of the Danish National Women’s Team while introducing a new and innovative perspective to football culture,” reflects DBU’s Commercial Director, Birgitte Mabeck.
The ROTATE x hummel x DBU football kit is available for purchase on each of the brand’s official websites. Click the gallery to get a closer look at each piece.
For more football news, read our interview with adidas’ PM, Roberta Stothard on how to keep women in sports.
