FC Midtjylland's new third kit has flopped with the club's fans. Launched earlier in the week featuring a white wolf logo in place of the traditional crest, the shirt has been boycotted on social media and sales have been impacted.
Christian Mikkelsen, the club's Head of Merchandise, acknowledged the issue. "We had hoped for a fantastic launch," said Mikkelsen. "That hasn't happened as it has been boycotted more or less on all social media, so it hasn't gotten the life we had hoped for."
Fans have sent an open letter to the club's owners, management, and board expressing their dissatisfaction. They have also threatened an atmosphere boycott at the stadium, which comes at a time when the team is performing well on the pitch. FC Midtjylland sit second in the Superliga with 19 points from nine games and are unbeaten in their last five.
"I regret that," added Mikkelsen. "We had hoped it would become a new innovative jersey that would appeal to some other segments, but it just hasn't been well received." The jersey went on sale on Thursday, but the response has been overwhelmingly negative.
The unrest comes as the team prepares for a key home fixture against league leaders FC Copenhagen on October 11th. The team's strong form, with three wins and two draws in the last five, stands in sharp contrast to the discontent off the field.
The report in full is at TV Midtvest
