| Winner | Norsewear |
| Marketing initiative | Norsewear – The Sock Brand That Saved a Town |
| Marketing partners | Pitchblack Partners, New Territory, Contentment PR, Snapshot Research |
| Finalists | Auto Trader NZ, Campari Group, MediaWorks, Whittaker’s |
| Judges’ comments | “Inspirational marketing-led turnaround story, for a brand and a town. A true brand transformation of a humble Kiwi business with a purpose-led approach that remained true to its roots. Very difficult to make a buck in apparel in NZ, so building a premium brand, and growing revenue and margin, is both remarkable and admirable.” |
Socks with soul
Norsewear made its comeback by tapping into its legacy: serving outdoor enthusiasts with tough, comfy socks.
Established in 1963, Norsewear was once the go-to for outdoor woollen socks in Aotearoa. Made in the small Southern Hawke’s Bay town of Norsewood (population 150), the socks hit the spotlight thanks to Ed Hilary, who wore them on his last Antarctic expedition.
But after years of underinvestment, the brand was fading. Revenue was flat, margins were eroding.
In 2023, businessman Tim Deane bought the company. Along with his 19-strong team at the factory – the town’s largest employer – he saw the need for transformation. After all, local families depended on a Norsewear paycheque.
By April 2024, Norsewear rolled out a refreshed business strategy that focused on its heritage brand story.
Who won, who they were up against and what the judges had to say.
We bring you all the details for every category in the YouTube NZ Marketing Awards 2025.
Stay true to the roots
Commissioned research showed consumers are increasingly seeking higher-quality products made from natural, sustainable materials that last. Yet most Kiwis doing intense exercise gave little thought to their socks.
Staying true to its roots, Norsewear repositioned itself as the preferred sock brand for outdoor people. This shaped the foundation of the new marketing strategy, targeting customers who are adventurous, eco-conscious and value functionality over fashion.
Norsewear then introduced the brand tagline: “Tough comfort” – it spoke to the socks’ blend of NZ-sourced soft merino and hard-working performance. New packaging ditched plastic, online platforms made socks the hero and a user-generated content campaign was set loose alongside a PR push.
“We employed our fans,” says Norsewear. “The intrepid fly, so in Kia Ora magazine we set them a unique challenge. Rip out our flag from the magazine and post a photo of it at your far-flung destination.
“How far did they go? Well, to Everest of course.”
The improved ecommerce strategy and digital marketing boosted brand awareness to 37% in 2025 – up from 21% in 2024. Brand consideration rose from 15% to 22%. Online sales surged.
And how’s the town doing?
Norsewear has played a vital role in preserving the heart of Norsewood. The school roll is healthy, the local café is thriving.
With consistent messaging and focus on quality, Norsewear has revived its brand and attracted new distributors overseas. As the company says: “If Sir Ed wore our socks and took on the world, so can we.”
This story comes from NZ Marketing magazine issue 84, Sept-Nov 2025. Why not subscribe? Get four issues a year for just $50 (including delivery) if you autorenew.
Essential marketing intelligence. Don’t miss it.
