Brand Stand: Zen Momentum in Q3
Grand-standing the brand activity from the regions
Crossing the Tasman: Kodiak Builds Momentum in New Zealand
Kodiak's expansion into New Zealand continues to gain traction with a growing number of retailers embracing the brand's premium drinkware and hard cooler ranges.
Over the past year, Zen's New Zealand Business has travelled extensively across both the North and South Islands, working closely with retailers to introduce the Kodiak range and build awareness of the brand's unique position in the outdoor lifestyle market. Those efforts are now beginning to deliver tangible results, with new stockists coming on board in key regional centres including Auckland, Hamilton, Napier, Christchurch and Queenstown.
The growing footprint reflects increasing demand for durable, premium outdoor products that offer genuine performance and long-term value. As consumers continue to invest in fewer, better products, categories such as drinkware and hard coolers remain strong opportunities for retailers looking to capture outdoor, travel and lifestyle sending.
For Kodiak, the expansion is about more than increasing distribution. It represents the continued development of a brand presence in New Zealand, supported by local relationships, on-the-ground engagement and a commitment to helping retailers succeed.
While there is still plenty of work ahead, the early momentum is encouraging and highlights the opportunities that exist for retailers looking to align with trusted outdoor brands that resonate with today's consumers.
New locations added:
- Auckland
- Hamilton
- Napier
- Christchurch
- Queenstown
Retail takeaway: Premium outdoor categories such as drinkware and hard coolers continue to gain traction across New Zealand, presenting opportunities for retailers looking to capture outdoor and lifestyle spending.
Media Momentum: Kodiak and Ledlenser Generate National Attention
Recent PR activity continues to build awareness for both Kodiak and Ledlenser, creating valuable exposure beyond traditional retail channels.
As part of its 25th Anniversary campaign, Ledlenser secured coverage across a range of national and industry publications, helping reinforce the brand's reputation for innovation, reliability and long-term performance.
Meanwhile, Kodiak enjoyed a strong May, generating 29 pieces of media coverage and social amplification with a combined reach of almost 10 million. Exposure across lifestyle, family, travel, and outdoor media helped introduce the brand to new audiences while strengthening its position within the premium outdoor category.
Event Activation: Ultra-Trail Australia Returns to the Blue Mountains
From 29-31 May, BUFF was proud to be part of Ultra-Trail Australia by UTMB, one of the Southern Hemisphere's premier trail running events, held in the spectacular Blue Mountains, NSW. With thousands of runners, supporters and outdoor enthusiasts descending on Katoomba for the three-day festival, the event provided an ideal platform to showcase BUFF's versatile range of headwear and performance accessories directly to an engaged outdoor audience.
Located within the event village, the BUFF stand attracted strong interest from participants preparing for race day, as well as spectators looking for reliable sun protection, temperature regulation and comfort on the trails. The event also offered an opportunity for consumers to experience the brand firsthand and discover versatility that has made BUFF a trusted choice for outdoor adventures worldwide.
As trail running continues to grow in popularity across Australia, events like Ultra-Trail Australia help strengthen BUFF's connection with the outdoor community while increasing brand awareness among consumers who actively seek high-performance gear for their next adventure.
Retail takeaway: Trail running and endurance events continue to provide valuable exposure for premium outdoor brands, helping drive consumer awareness and reinforcing BUFF's position as a trusted performance accessory in the outdoor category.
ZenMag 36, Q3 2026, Page 8-9