Thule
Showcasing the adventurous spirit of Thule
the challenge
Thule is a Swedish premium outdoor and travel brand known for products that help people transport gear and live active lives. As part of its European press programme, the brand aimed to build UK awareness and relationships while reinforcing its adventurous, design-led positioning.
Aspire delivered the London stop of the 2023 Roadshow and supported ongoing activations including the 2024 London showcase and 2025 international events at Riva del Garda and THEX. The goal was to introduce new media, showcase innovation and create long-term coverage beyond single launches.
our solution
We delivered a series of experiential press events to immerse media in the Thule brand and build lasting engagement.
London Roadshow – Battersea Power Station
- Curated media event at an iconic London venue
- Private screening of the Thule brand film
- Hands-on demonstrations including the Thule Epos bike carrier
- Hosted national, lifestyle, outdoor and cycling media
Ongoing engagement
- 2024 showcase at Protein Studios, London
- 2025 international press support at Riva del Garda and THEX
- Continued relationship building and storytelling across markets
The approach prioritised immersive experiences over traditional launches, helping media understand Thule’s purpose, design and lifestyle positioning.
the impact
The programme introduced Thule to new UK media and strengthened ongoing relationships across lifestyle and outdoor sectors. Coverage in titles including Financial Times and Evening Standard demonstrated strong interest from both premium and mainstream audiences.
Across multiple years and locations, the activity established a platform for continued storytelling, positioning Thule as an innovative brand rooted in adventure, sustainability and design.
their perspective
Johanna Sörstrand
Global PR Director, Thule
