Helly Hansen has equipped Norwegian sailors and ski teams for 145 years — a technical heritage that powers premium positioning in today's competitive outdoor apparel market.
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See all ads on AdLibrary →Helly Hansen is a Norwegian outdoor apparel brand founded in 1877 by sea captain Helly Juell Hansen. Originally making oilskin waterproofs for sailors, the brand now produces technical sailing, ski, and workwear for professionals and enthusiasts globally. Acquired by Canadian Tire in 2018. Also searched as Helly.
Helly Hansen's paid strategy bridges professional credibility and consumer aspiration — ads feature real sailing teams and ski racers alongside recreational users who want that performance identity. Meta campaigns run year-round with peaks around Ski season (Nov–Mar) and sailing regattas. Heritage copy ('since 1877', 'trusted by professionals') builds authority in a crowded technical apparel space. Browse Helly Hansen's active ad creative on AdLibrary to see how pro-sport endorsement translates to consumer ads.
Facebook is used for broad awareness and retargeting older demographics (35-55) engaged in sailing and skiing. Instagram targets younger outdoor enthusiasts with product-lifestyle content and ambassador partnerships. Video content features dramatic maritime and mountain environments. The brand runs geo-targeted campaigns in Norway, Germany, UK, and North America for key product lines.
Core copy pillars: professional validation ('Official Supplier of the Norwegian Ski Team'), waterproof technology claims (Helly Tech), and heritage year anchoring. Seasonal campaigns for ski use snow/mountain imagery; sailing campaigns use ocean/regatta settings. Workwear line uses safety and durability messaging for a B2B audience.
Helly Hansen demonstrates the halo effect of genuine professional endorsement — being official kit supplier to ski and sailing teams provides third-party validation that money cannot directly buy, then flowing into consumer campaigns as social proof. For outdoor brands: earning professional use cases first creates marketing assets that outperform any creative budget.
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