Shaping the future of outdoor design 2026

In 2026, we’ll take some of our most loved design icons to new heights and introduce innovations shaped for the next generation of outdoor adventure. With a clear focus on quality, function and timeless design, our products are created to move naturally between everyday life and moments spent outside. At THEX, we brought together the people, ideas and experiences that drive this journey and remind us why life outdoors continues to inspire everything we do.

A group of people standing on a runway in front of a large screen displaying snowy mountain scenery, surrounded by an applauding audience.

We’re proud to call them our ambassadors

All those confident, smiling people who walked the catwalk? They’re not just models. They’re also our crew of Thule ambassadors. Athletes, adventurers, and other inspiring people we work with from around the world. See someone you recognize? Check out all our ambassadors here.

The show

A vehicle with a rooftop tent displayed on a runway during a show, with an audience watching.

Two people performing on a runway in front of a large screen showing a vibrant aerial landscape.

A performer on a runway in front of a large screen displaying a close-up winter scene, with the audience watching.

Outdoor adventure without compromise

At Thule, we believe life becomes richer when we step outside. On stage, our latest innovations came together as a celebration of outdoor living, designed with the passion, curiosity, and dedication that define who we are. Every product reflects our commitment to intuitive functionality, purposeful design, and the freedom that comes with spending more time outdoors. Our purpose is to inspire you to go out, stay out, and experience more of the world around you. Discover more ways to embrace outdoor life here.

A person biking on a runway with a child riding a small bike beside them during a show.

A person riding a bike with a cargo trailer on a runway in front of a large screen displaying a landscape.

A person pushing a stroller on a runway during a show, with a large close-up image of a baby displayed on the screen behind them.

Designed for movement

At Thule, we design for a life in motion. Whether you're navigating urban streets, rolling toward weekend adventures, or moving through everyday moments, our solutions are built to keep pace. From new ways of carrying gear by bike to bringing along the ones you care for most, children, dogs, and everything that makes the journey yours. Each design is shaped by innovation, real-life needs, and a deep belief in movement that feels natural and confident. With Thule, every trip becomes an opportunity to go further, explore more, and carry what matters wherever life leads. Discover more ways to move with our products.

Robby Naish walking down a runway carrying a large surfboard, with an audience seated on both sides.

A pickup truck with mounted gear driving onto a runway during a show, with an audience watching.

Ready for the next horizon

With Thule Xscape and our trusted truck rack systems, we support those who seek open roads, shifting coastlines and time outdoors. As one of our ambassadors, Robby Naish reflects the spirit that drives Thule forward. We continue to innovate for those who live to move, creating solutions that inspire new journeys and a deeper connection to the world outside. Find more inspiration here.

A car with a roof box driving on a runway in front of a large screen showing a mountain landscape.

An older car with a roof box driving on a runway during a show, with performers holding snowboards in the background.

Where innovation meets heritage

Thule Motion 3 connects our latest thinking with the heritage that shaped it. Our hardshell roof boxes reflect decades of refining how people bring what matters with them, a journey that began with our very first roof box in 1977. The contrast between modern engineering and the classic Volvo on stage served as a reminder that innovation at Thule has always been rooted in real-world use, purposeful design and a commitment to making outdoor adventure more accessible and more capable. To explore how this legacy continues to shape our latest cargo solutions, discover our full range of roof boxes here.

Where people and passion meet

A person waving while standing among a crowd.

People exploring a rooftop tent on a parked vehicle indoors.

Cars and bikes displayed in an indoor exhibition space.

A person smiling while greeting others at an event.

People walking among displayed vehicles at an indoor event.

A crowd cheering and celebrating at an indoor event.

Where stories come alive

Behind the scenes and throughout the expo area, our ambassadors brought a warm and personal dimension to THEX 2526. Their presence added a sense of authenticity to the space, as they shared real experiences and genuine passion for life outdoors. Among product displays, hands-on moments and conversations with visitors, the expo came alive with stories from people who truly live the Thule way of moving through the world. These interactions remind us why every solution we create must support life outdoors without compromise.