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SPORT: We have been in the world of sport for over 100 years. It is our passion. We respect camaraderie, celebrate victories and applaud the ability to play, share and enjoy sport in all aspects of life. HERITAGE: It is our tradition and there is nothing that makes us more proud. It defines and shapes our designs, sponsorships, people, teams and initiatives. CHARACTER: Our nature is defined by team effort. We are non-conformist contenders. We have no problem expressing our opinions and standing up for what we believe in. Whatever we do, we always act together, to face all the challenges that come our way. Because to drive change you have to be brave. You have to stand out. And that is our stance. DANISHNESS: We carry our Danish roots deep within us. We fight for equality and inclusivity. For us, the field is a game, not a battleground. It is a terrain where greatness is shared. And progress is what always drives us, to ensure a fair game, full of respect and passion. It's what defines us. Our home and our culture. But above all, we are passionate about the game and we don't hesitate to involve KARMA when the opportunity arises. Because we believe there are important battles to be fought off the field too. We champion anti-heroes, support the underdog, and challenge convention. We also fight for inclusive communities, empowerment, and game-changing perspectives.