Hup, Leo!
Born in Amsterdam · 9 July 2026
Leo is a little orange lion, born in Amsterdam on a golden July evening in 2026. He is far too small to roar — but he has something better: a cheer. “Hup!” Leo believes in you, and he is here to cheer you on, one sip at a time.
Why "Hup Leo"?
In the Netherlands, when the whole country is cheering — at a football match, on King's Day, whenever someone needs a push — they shout one word: "Hup!" It's the sound of a nation believing in you. An orange lion born in Amsterdam could only have one name. Leo is the cheer.
The origin story
On a warm evening in Amsterdam — the ninth of July, 2026 — the sun went down slow and golden over the canals, and for a few minutes the whole city turned orange. The water was orange. The old brick houses were orange. Even the bicycles leaning on the bridges seemed to glow.
And on a small houseboat, on a quiet canal, something orange happened too. A tiny lion was born — exactly the colour of that evening light, with a soft round mane like a little sun.
He was the smallest lion anyone had ever seen. Far too small to roar. And at first, this made him sad. What good is a lion who cannot roar?
Then one day his friend — a big, gentle cow named Bram — stood at the edge of the water, too afraid to jump across. Leo couldn't roar to help him. So instead, the little lion took the biggest breath his small chest could hold, and shouted the only thing he had: "HUP, Bram! Hup, hup, hup!"
And Bram — hearing someone truly believe in him — jumped. And landed. And laughed out loud. That was the day Leo understood. He didn't need a big roar. He had something better: a cheer. One small word that hands people their courage back. Hup.
Now Leo cheers for everyone. For the child who's nervous on the first day of school. For the runner near the end of the race. For anyone tired, unsure, or almost-there. He can't do the brave thing for you — but he'll stand right beside you, orange and grinning, and cheer you on.
Hup. You can do it. Hup, hup, hup.
Leo's first friend — Bram the cow
Big, gentle, calm, and a little shy — the kindest soul in the polder. Leo gives Bram courage; Bram gives Leo calm. Every new friend is an original Dutch soul — never anyone else's character. The world grows; it never borrows.
What Leo stands for
- Too small to roar. Big enough to believe in you.
- Every sip, a little cheer.
- Born in Amsterdam. Made to make you brave.