"There was still an admiration for physical strength ... for working together as a team and for self-discipline."
Phillips was mainly referring to rugby but such values can apply elsewhere in the sporting genre.
Now the senior editor for heritage services at the Ministry of Culture and Heritage and editor of online encyclopaedia Te Ara, he says elements of that could apply to Olympic sports.
"New Zealanders really made their name at the Olympics through middle-distance running, which was central to the male culture because of the strength and endurance required.
"Sitting down might have been viewed as 'sissy' once, but many New Zealanders come from rural backgrounds where they've ridden horses.
"Rowing, like rugby, also strikes a chord with the national identity. It often involves people working together and the repression of pain. I think New Zealanders generally like to think they're pretty good at that."
Psychologist Gary Hermansson will be working with the New Zealand team and has liaised with Kiwi Olympians for years. He is set to publish a paper with colleague Ken Hodge in the Journal of Sports Psychology in Action. It is entitled Uncontrollable Outcomes: Managing Expectations at the Olympics.
Hermansson says the seated sports identified as key to New Zealand's potential medal haul make sense.
"They highlight the characteristics of a nation, be it riding horses or bikes around the countryside; sailing, rowing or kayaking on rivers, lakes and seas.
"The geography of countries means athletes gravitate to certain sports - take Nordic skiing success or African middle-distance running at altitude."