It all took its beginning in 1981 - hanging in a parachute between sky and earth, the founder of Newline, Helge Petersen, started wondering why his suit was wet while the parachute was still dry.
Eventually, he used the parachute fabric to make one of the first functional running suits ever. With a background in the Danish Special Forces, a focus on military precision, and many years as a runner, he created an innovative range of functional products focusing on details and comfort.
This is still the DNA of Newline – a brand who offers fashionable running apparel with the highest level of functionality. The many variations of tops, t-shirts, jackets, shorts and tights allow you to layer your clothes and dress seasonally. When performing outdoor sports, it is essential to wear clothes according to the weather, so you can keep your focus on performing at your maximum.
January 2020, hummel acquired the activities of Performance Group Scandinavia A/S including the brands Newline and HALO. The new venture is a part of hummel’s ambitious growth strategy towards 2023 and will complement the company’s other initiatives.
hummel has always been strong in team sport, especially handball and football. Most recently, the focus has been on designing equipment for the growing “training” segment – and with the two new brands in the family, hummel is now also ready to enter the attractive market for running equipment.
“At Newline, we love running! Our heritage from the Danish Special Force is characterized by determination, innovation, and uncompromising quality, which are the elements of our DNA.”