Hummel has acquired two other Danish sports brands, Halo and Newline, from Performance Group Scandinavia. The purchase price has not been disclosed. Founded in 1981 by a parachutist and pentathlon athlete, Helge Petersen, Newline specializes in running and cycling apparel, complemented by running shoes since 2011. Halo is a recent extension of the Newline brand that takes inspiration from the Danish special forces. Its name refers to the “HALO” parachute jump, an acronym for “high altitude, low opening.” Accordingly, Halo apparel has a somewhat more military feel than the training and running apparel offered under the Newline brand. Both brands feed into Hummel’s objective, which its chief executive, Allan Vad Nielsen, describes as becoming “a visible international player in the running and training market.” Hummel’s current strengths are in team sports such as handball and football. The company, which dates back to 1923 and is also involved in casual sportswear, established subsidiaries in China, India and the U.S. last year and is striving to reach annual revenues of 2 billion Danish kroner (€268m-$297m) by 2023.

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