Bergans of Norway has been building backpacks and outdoor gear since 1908, when founder Ole F. Bergan invented the external-frame pack that changed how humans carry loads in the mountains.
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See all ads on AdLibrary →Bergans of Norway was founded in 1908 when Ole F. Bergan bent a juniper branch to support a soft rucksack, then patented a tubular steel frame that became the world's first modern external-frame backpack. From that single invention, Bergans grew into one of Norway's leading outdoor brands, equipping Roald Amundsen's polar expeditions and the Norwegian Armed Forces from 1913 onwards. Today the brand sells technical outerwear, packs, tents, and sleeping bags through an expanding DTC channel and outdoor specialty retailers globally. In August 2021, Sport Holding — Norway's largest sports retailer — acquired Bergans, giving the brand deeper retail integration while preserving its heritage positioning.
Bergans runs a dual-track advertising strategy: heritage storytelling that activates brand pride among Norwegian consumers, and performance-led product campaigns targeting outdoor enthusiasts internationally. The brand's 115-year history is a genuine creative asset — Amundsen, the first framed pack, the Norwegian Armed Forces — and Bergans ads consistently reference this lineage to justify premium pricing. Seasonal campaign bursts coincide with ski touring and summer hiking seasons. Sustainability messaging, anchored in the brand's work toward circular outdoor products, has become an increasingly central ad theme. See current Bergans ad creatives at AdLibrary.
Bergans is active on both Facebook and Instagram, running a mix of brand and conversion campaigns. Facebook is used for retargeting and broad awareness among 35-55 outdoor enthusiasts; Instagram targets a younger, aesthetically driven outdoor audience with high-quality landscape and adventure content. The brand also uses YouTube for longer-form brand storytelling. Influencer partnerships with Norwegian outdoor athletes and hiking content creators extend reach into engaged niche communities.
Bergans ad copy blends Norwegian pride with functional credibility. Key themes: innovation legacy ('invented the modern backpack'), sustainability ('built to last, designed to return'), and Norwegian nature as the ultimate testing ground. Visuals are typically dramatic Norwegian mountain or coastal landscapes, shot in authentic conditions rather than studios. The tone is confident and unhurried — consistent with a brand that doesn't need to shout to prove its credentials.
Bergans shows how a genuine founding innovation story — the framed backpack patent — can anchor brand credibility across 115 years of product evolution. The lesson for outdoor brands: an authentic origin myth is more durable than any campaign concept. Second, Bergans' work on circular product design (take-back programmes, repair services) is becoming a performance marketing asset as outdoor consumers increasingly weigh sustainability in purchase decisions. Brands with real sustainability credentials, not just claims, will convert more effectively as this segment matures.
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