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.
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. Chadwick added that the messaging would resonate with millennials who may see the move as a brave one by a brand willing to speak up on serious issues.
"At the same time if you take the approach of doing nothing, then you're in a race to the bottom," he said. "There have been a lot of different interpretations on the actual number of victims," the Hummel spokesperson said, adding that the company had been in close dialogue with rights group Amnesty International.