Waterproof Socks Brand To Increase Worldwide ‘footprint’ Following Ultimate Pitch Win

A Coleraine designer has plans to make his waterproof socks brand a “go-to” product for outdoor enthusiasts across the globe after being announced as the overall winner of Go Succeed: The Ultimate Pitch.

Sander Van Eck, whose start-up business Noord provides waterproof socks designed to improve comfort and performance for outdoor use, took home a prize package including £5,000 in investment following the high-profile competition organised by Go Succeed, the government-backed free business advice and support service.

He was among 11 entrepreneurs to pitch their business ideas to a panel of expert judges at the Ultimate Pitch Final, held in the Seamus Heaney HomePlace in Co Derry, following a series of local heats across Northern Ireland.

Originally from the Netherlands, Sander came up with the idea of making top performing and stylish waterproof socks after realising there was a gap in the market for affordable, high-quality waterproof gear.

Having already secured a distribution agreement with a French tactical equipment supplier, Sander’s customers range from dog walkers and hikers to athletes and military personnel.

So far, the business has sold more than 1,000 pairs of socks to 30 different countries worldwide.

Councillor Oliver McMullan, Mayor of Causeway Coast and Glens Borough Council, said: “Many congratulations to Sander, who is an excellent example of the entrepreneurship we see across the Causeway Coast and Glens and beyond.

“He wowed the judges at our own local heat, but winning the regional final is another huge step for Sander and his business.

“A very worthy winner and we look forward to seeing the reach of Noord continue to grow here at home and also across the world.

“Congratulations to Sander, all the other entrepreneurs who pitched including the sub-category winners – on behalf of Council I wish you all every success for the future.”

Following his win, Sander said:

“Winning the Ultimate Pitch is changing my business overnight. This level of investment at this stage will of course help with cash flow, but the award itself is an incredible marketing tool - helping me to get the word out about my product, getting it to more people and taking my business to the next level.

“It is really special to have my own business recognised by people who have never met me but who see the same potential that I do.

“It further drives my passion and the momentum to make Noord one of the go-to pieces of outdoor equipment for people who love hiking, walking their dog on the beach, and for it to become a standard part of military uniform.”

In addition to a £5,000 investment, Sander received a prize package including a photography session supplied by Brian Thompson Photography, a podcast recording session supplied by Attention X Studio NI, membership of Toastmasters, and a media training session supplied by LK Communications.

Other winners at the Ultimate Pitch Final included Ruchira Radhe Rangaprasad of Balantra, whose nutrition sachets are designed to blend seamlessly into drinks, foods and routines. She took home the People’s Choice Award, sponsored by Ardmore Group, after receiving the most public votes for her final pitch.

The Impact Award for best social enterprise went to Noel Doyle from Bellaghy, designer of MathsIMade, an AI-powered platform that personalises mathematics for primary school children.

The Inclusive Entrepreneurship Award was won by Nomathamsanqa Tholo from Derry for her business Cultural Staffing Solutions, while the Rising Star Award for the most inspiring 16–25-year-old entrepreneur was presented to Mark Haveron from Carnlough, who runs a physiotherapy clinic.

Each sub-category winner also received £1,500 towards their business idea.

Go Succeed (www.go-succeed.com) is funded by the UK Government and delivered by Northern Ireland’s 11 councils. The service supports entrepreneurs, new starts and existing businesses with easy-to-access advice and support - including mentoring, masterclasses, peer networks, access to grant funding and business planning - at every stage of their growth journey.