Dive into the new year

It has now become an iconic tradition in the Netherlands: the New Year dive. Every year, on 1 January, thousands of people brave the cold to take a dip in ice-cold water. For some, it is a symbolic way of leaving the old behind and starting the new year with fresh courage. For others, it is a moment of fun, a challenge, or simply a chance to experience something special with friends and family.

The first New Year’s dive in the Netherlands took place in 1960 in Zandvoort, organised by a swimming club. The event remained relatively small until it was picked up in Scheveningen. Today, Scheveningen is the venue for the country’s biggest New Year’s dive, with tens of thousands of participants and spectators.

Unox has been closely associated with the New Year dive since 1998, and that is no coincidence. The typically Dutch brand embraces everything that is typically Dutch, and that certainly includes this tradition. Unox has put the New Year dive on the map as a national event and now sponsors hundreds of smaller dives throughout the Netherlands.

Unox provides a warm welcome, literally and figuratively. After the dive, participants often receive a hot cup of Cup-a-Soup or smoked sausage to regain their temperature. In addition, the distinctive Unox hats have now become a tradition in themselves. The bright orange hats, often handed out to participants, provide not only recognition but also a cheerful, festive atmosphere.

The success of the New Year’s dive and Unox’s involvement is not only due to the Dutch sobriety and fun of braving the cold. It is also an event that connects. Whether you are a seasoned diver or trying it once, everyone participates with the same smile and energy.

The New Year dive has become much more than a short splash in the water. It symbolises fresh courage, conviviality and togetherness. Thanks to the cooperation with Unox, this tradition has become even more accessible and attractive, with a unique combination of cold and warmth.

Whether you participate in Scheveningen or one of the many other locations, the New Year’s Dive is an experience you won’t soon forget. Put on your hat, dive in and start the year in a unique way!