Built with one ambition: to become one of the world's biggest sports brands.
HUNDRED was created with a belief that sport could be approached differently.
After years of experience in the global sporting industry, the HNDRD trademark was registered in 2020, marking the beginning of a new brand with ambitions far beyond a single product, market or sport.
In 2022, HUNDRED officially entered the market with its first major product launches in Indonesia.
But from the beginning, the vision was much bigger.
The ambition was to build HUNDRED into one of the world's leading sports brands.
Becoming a global sports brand doesn't happen by following everyone else.
HUNDRED set out to challenge conventions – through product innovation, bold design, athlete partnerships and a closer connection to the communities that actually play the game.
From there, HUNDRED began expanding across markets, signing international athletes and building a presence far beyond its origins.
But if HUNDRED was going to become truly global, the next step was clear.
In 2025, HUNDRED entered Europe together with Sportbiz ApS.
Sportbiz already had extensive experience building badminton brands across European markets and initially took responsibility for developing and distributing HUNDRED in Europe.
It didn't take long to see the potential.
The products were there. The identity was there. And most importantly, the ambition between both sides was aligned.
HUNDRED shouldn't simply be distributed in Europe. HUNDRED should be built in Europe.
That shared vision changed the relationship.
Sportbiz and HUNDRED took the next step together, creating a dedicated European company focused entirely on building the brand across the continent.
This gave HUNDRED something essential to its global ambition:
A strong local organisation with the freedom, knowledge and infrastructure to build HUNDRED specifically for Europe.
From athletes and retailers to clubs, content, e-commerce and communities, the goal is to create a brand that feels global – but never distant.
Europe is another chapter in a much bigger story.
HUNDRED continues to expand across countries, athletes and sports, but the ambition remains the same:
To build one of the world's leading sports brands.
Not by becoming another version of what already exists.
But by seeing things differently, challenging conventions and creating something people want to be part of.
We're still early in that journey.
And that's exactly what makes it exciting.
