Thule
Exploring new brand terrain with Thule
Media features
Readership
Ambassador engagements
the challenge
Thule is a globally recognised Swedish outdoor brand, trusted by enthusiasts for its high-quality, innovative products - from roof racks and bike carriers to kids’ trailers and backpacks. Yet outside its core audience, awareness of Thule’s commitment to sustainability, design and innovation remained low.
Our challenge in the first year of working together was to raise visibility in urban and lifestyle markets while strengthening credibility in established outdoor and sports sectors. We set out to engage loyal fans, inspire
our solution
Aspire delivered a strategy built on three core workstreams:
Proactive & Reactive Press Office
Supported eight product launches across the year.
Secured coverage spanning outdoor, lifestyle, travel and sports media. Maintained an ‘always-on’ press office to keep Thule visible in the right places at the right time.
Brand Ambassador Programme
Sourced and managed UK ambassadors to represent the brand authentically. Extended reach with creative local ambassadors.
Big Brand Moments
Thule European Roadshow (London): engaged lifestyle and core media through interactive product showcases.
Eurobike (Frankfurt) & Hillerstorp factory visit with UK journalists.
THEX 23/24 (Malmo, Sweden): created immersive experiences for journalists across tech, design, automotive and cycling.
the impact
The campaign delivered strong earned exposure and engagement, elevating Thule’s UK visibility and reinforcing its premium lifestyle positioning.
Media features
Readership
Ambassador engagements
New followers across social
- 121 pieces of coverage reaching 1.7bn+ online readership
- 700k+ ambassador social engagements
- Social growth including 394k new followers, 457k likes and 195k engagements
In-depth factory and ambassador-led features expanded reach into new lifestyle audiences while maintaining outdoor credibility.
their perspective
Johanna Sörstrand
Global PR Director, Thule
