Why Partner with HNDRD

Partnering with HNDRD offers the agility of a modern, tech-driven sports brand backed by the stability of a decade-long distribution legacy. With an aggressive expansion into the world’s fastest-growing sports and a commitment to 100% performance engineering, we provide the products, the athletes, and the operational support to dominate your territory.

World Class Operational Stability

Unlike many new entrants, HNDRD is backed by Sunlight Sports, a Singapore-based powerhouse with a legacy dating back to 2009. For a distributor, this means the brand is built on a foundation of professional logistics, proven distribution networks, and deep industry expertise. You aren't just partnering with a "label"; you are partnering with an organization that understands how to scale global supply chains.

Global Marketing & "Club HNDRD" Pull

HNDRD’s market presence is driven by an elite ecosystem of over 70 professional athletes worldwide. By partnering with international champions, the brand creates a high-performance "pull" that builds instant credibility for distributors. Key ambassadors in Club HNDRD include:

  • Badminton (Global Elite): Headlined by former World No. 1 Srikanth Kidambi (India), the roster features European powerhouses like Line Kjaersfeldt, Rasmus Gemke, Mads Christophersen, and doubles specialist Alexandra Bøje (Denmark). It also includes Indonesian star Gloria Emanuelle Widjaja and a strong contingent of European talent such as Callum Hemming (UK), Leo Rossi (France), and Estelle Van Leeuwen (UK).
  • Pickleball (The New Frontier): HNDRD is leading the charge in the world's fastest-growing sport with top-tier professionals like Armaan Bhatia and Harsh Mehta, who are instrumental in debuting the brand’s specialized paddles and gear on the international circuit.

Engineering-First Product Identity

Distributors look for products that stay sold and build customer loyalty. HNDRD’s focus on proprietary technology positions the brand as a technical leader. The "Engineered in Singapore" hallmark provides a clear premium narrative that justifies shelf space and attracts serious athletes over casual hobbyists.

Proven Multi-Sport Growth Engine

HNDRD is no longer just a "badminton brand." It has successfully evolved into a multi-sport powerhouse, rapidly expanding into:

  • Pickleball (launched 2024)
  • Running (technical footwear)
  • Cricket (visual and athlete integration)
  • Padel and Football
    This diversity allows a distributor to capture multiple market segments under a single brand umbrella, maximizing their footprint across different retail categories.

HNDRD is a global movement built on precision engineering and a legacy of distribution excellence. As we scale across continents and disciplines, we invite you to align with a powerhouse that never settles for less than 100%.

Ready to grow with us? Complete the partnership inquiry form below to get started, or email us at contact@hndrd.co.