FC Midtjylland fans boycott third kit with newly designed logo in battle against branding

[p][a href="https://www.flashscore.ca/team/midtjylland/8GZDmdbB/"]FC Midtjylland[/a] fans are boycotting the club’s 2026/27 third kit due to a dispute over club identity and branding. [/p][p]The club's official, traditional crest (dating back to the club's founding in 1999) has been completely removed from the third jersey's chest.[/p][p][b]Instead of the classic crest, the club and manufacturer Puma introduced a newly designed, minimalist wolf icon. Fans labeled the release a "secret logo coup," claiming the club had broken prior agreements with fan representatives over how the brand's visual identity would be managed.[/b][/p][embed guid="115ea545-5346-4fc8-81c6-c0a3eaf552e7" url="https://x.com/fcmidtjylland/status/2103077760520388789" social-type="twitter" /][p]Major fan groups—including Black Wolves, Hedens Drenge, and Midtjyllands Ungdom—expressed in an open letter that this change represents a corporate shift away from the club's history, culture, and traditions in favor of modern global branding.[/p][p]The dissatisfaction with the new design has also affected sales of the shirt.[/p][p][b]"We had hoped for a spectacular launch. That didn't happen; since it was more or less boycotted across all social media, it hasn't gained the traction we’d hoped for,"[/b] says Christian Mikkelsen, Head of Merchandise at FC Midtjylland, to tvmidtvest.dk.[/p]