About HNDRD
Born in Singapore, HNDRD is a team spread out all over the world focused on design, manufacturing and availability of high performance sports footwear, equipment, apparel and accessories for athletes of every level.
Our journey began in 2009 with the founding of Sunlight Sports in Singapore, where we established a legacy of excellence managing distribution for premier global brands.
In 2020, we registered the HNDRD trademark, turning our focus to engineering our own identity. This vision became reality in 2022 with our debut in Indonesia, headlined by the launch of the Beast Max shoe series and the Flutter racket line.
Since then, HNDRD has evolved into a multi-sport powerhouse.
We expanded rapidly across Asia, the Middle East, and into the USA , while simultaneously diversifying our portfolio to include Pickleball, Padel, Football, and Running .
Our growth is defined by the athletes who trust us. What started with signing Danish star Line Kjaersfeldt in 2023 has grown into a global roster of over 70 athletes. From badminton icons like Srikanth Kidambi and Rasmus Gemke to pickleball pros Armaan Bhatia and Harsh Mehta, we are dedicated to empowering every player to give their 100%.
HNDRD was born out of a realization that many global sports brands, while innovative, often fail to connect with the local cultures and communities they serve.
This insight inspired the creation of HNDRD — a brand designed to combine global expertise with a deep understanding of local preferences.
At its core, HNDRD is driven by these key values: Athlete Performance, Global Design - Local Craftsmanship and Community Engagement in everything we do. These values shape every aspect of our strategy, from product design to customer engagement.
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