Adventure, activity and the great outdoors are at the heart of what we believe in at Aspire and we are delighted to announce that from this month, Thule joins our portfolio of active international clients.

Thule, founded in the forests of southern Sweden 80 years ago, encapsulates adventuring outdoors in a simple, sleek, stylish and sustainable way with four strong values at its very heart: Quality, Safety, Design, Ease of Use. Each product works to simplify life’s adventures enabling you to live your active life to the full. Since the production of its first ski roof rack in 1962, Thule has been refining its range of smart, stylish, and environmentally sound products. Whether it’s loading your bike for a ride in the mountains, carrying your kayak securely, or packing the family up for a weekend away, Thule is an innovator, a brand with purposeful values, an industry leader with 80 years’ experience and heritage, and a brand driven by Pathos and Passion, that allows you to bring your life wherever it chooses to take you.

Aspire will be working with Thule to maintain and maximise ongoing visibility, credibility and brand growth in established sectors whilst concurrently, creating compelling narratives to connect with, and inspire, new audiences, gaining new brand fans and building profile amongst those who ‘need to know’ about Thule, with urban/lifestyle sectors as key.

The remit will see Aspire create, execute and deliver targeted editorial media campaigns and engaging activations, drive any partnership opportunities and lead the development of the brand’s UK ambassador programme. Aspire will handle the promotion of all Thule product sectors with the exception of its Active With Kids category which remains with specialist parenting communications agency,  Nion PR who work across PR, native advertising, events and celebrity ambassadorships for this category, particularly the award winning strollers.

Commenting on the appointment of Aspire, Johanna Sörstrand, Global PR Director, Thule Group said: ‘We are very excited to be working with Aspire, a PR agency with an excellent reputation in the UK across the active lifestyle space.  Whilst its knowledge of sports, health and fitness, outdoor and niche sectors are second to none, the team has successfully cut through into the lifestyle arena and we are therefore confident that they can support us in exactly the right way.  We were very impressed with the agency throughout the entire competitive tender process, connected quickly with the team who will work on our business and are looking forward to a successful relationship.”

Layla Smith, managing director at Aspire, added “Thule is a brand we have coveted for some time and we are absolutely delighted to have been chosen to represent it, especially as many of us already own and love Thule products. We feel privileged to be working with such a credible brand and are passionate about driving fame, impact and purpose authentically for it across the UK market, both in established sectors and new lifestyle and urban arenas.” 

For more information about Thule visit or follow @thule