Newline HALO
Newline HALO is sportswear for the everyday, designed for people who set high expectations for themselves and have a true passion for being active. The brand was established in 2015 and is named after the parachute jump; "High Altitude Low Opening".
As the brand name indicates, HALO originates from Newline, which was founded by Helge Petersen, a professional soldier in The Danish Special Forces. Hence, the design of HALO is rooted in the universe surrounding the Danish Special Force - especially the parachute department Aalborg Tactical Wing at Air Force Base Aalborg. Here the parachutes are repaired and packed, which has inspired the design including the choice of materials and colors.
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.
