Newline
hummel · Denmark
Newline is a Danish running apparel brand founded in 1981 by Helge Petersen and owned by hummel since 2020. It makes functional sportswear focused on durability, comfort and breathability for everyday runners.
| Founded | 1981 |
|---|---|
| Founder | Helge Petersen |
| Owner | hummel (since 2020) |
| Base | Aarhus, Denmark |
| Focus | Running apparel |
| Website | newlinesport.dk |
What is Newline?
Newline is a Danish running and sportswear brand founded in 1981 by Helge Petersen, a former member of the Danish Special Forces and a long-time runner. According to the brand's own story, the idea came when he noticed that his suit was still wet while his parachute had already dried.
History
In January 2020, hummel acquired the activities of Performance Group Scandinavia A/S, which included the Newline and HALO brands. Newline now sits within the Sport and Fashion sector of the Thornico group, alongside hummel, and is managed from Aarhus.
Products and positioning
Newline designs functional sportswear with an emphasis on:
- Durability and detailing
- Comfort and breathability
- A clean Scandinavian look
- Everyday runners rather than elite athletes only
Products such as the iMotion tee have been reviewed by running publications, and the related HALO by Newline line has released capsule collections.
Why it matters
Newline is one of the long-standing names in Scandinavian running apparel. Its integration into hummel shows how heritage sports brands consolidate niche performance labels to broaden their product range.
Frequently asked questions
Who owns Newline?
Newline has been owned by the Danish sports brand hummel since January 2020, within the Thornico group.
Who founded Newline?
Newline was founded in 1981 by Helge Petersen, a former Danish Special Forces member and runner.