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A different kind of strong

They've won Olympic medals.
Broken world records.
Achieved things most people only dream about.
But this story isn't about that.
It's about a different kind of strength.
The strength to carry.
To comfort.
To adapt.
To keep moving.
For this campaign, we brought together some of the world's most accomplished athletes to spend time outdoors with their families, share their experiences of parenthood, and put our products to the test.

Meet the ambassadors


Sarah Sjöström standing beside a dark blue Thule stroller on a rocky shoreline, surrounded by pale limestone cliffs under a clear blue sky.

Sarah Sjöström is an Olympic champion and one of the world's most successful swimmers, with six Olympic medals and 90 championship medals.

Anja Pärson cycling with a child on a gravel path, towing a Thule bike trailer carrying a surfboard through a grassy coastal landscape.

Anja Pärson is an Olympic champion and one of Sweden's most successful alpine skiers, with six Olympic medals and 12 championship medals.

Charlotte Kalla cycling on a gravel road, towing a Thule bike trailer with a child’s bike mounted on top, through an open coastal landscape under a clear blue sky.

Charlotte Kalla is an Olympic champion and one of Sweden's most successful cross-country skiers, with 12 Olympic medals and 13 World Championship medals.

Jackie Paaso walking beside a child who is pushing a beige Thule stroller, with pale rocky hills in the background

Jackie Paaso is an extreme freeride champion and one of the sport's leading athletes, with three Freeride World Championship medals.

Anna Haag smiling at a child seated in a Thule child car seat in the back of a car, with the door open to a wooded landscape.

Anna Haag is an Olympic champion and one of Sweden's top cross-country skiers, with four Olympic medals and four World Championship medals.

Maria Pietilä Holmner carrying a child in a beige Thule child carrier while walking through an open coastal landscape.

Maria Pietilä Holmner is one of Sweden's most accomplished alpine skiers, with five World Championship medals.

Emily Forsberg running with a black Thule stroller along a mountain road, surrounded by golden grass and steep rocky mountains.

Emily Forsberg is a world champion trail runner and ski mountaineer, with 10 World Championship gold medals.

Kristin Larsson cycling along a country road with a child seated in a Thule front-mounted bike seat and another Thule child bike seat mounted behind her.

Kristin Larsson is a world champion in multisport and swimrun, with 10 World Championship medals.

Designed for the elements. Made to last outdoors.

Parent walking with a child in a Thule stroller outdoors.

Built for movement

Because kids don't stand still. Neither do parents.
From bike rides and hikes to everyday adventures close to home, our products are designed to make it easier to keep exploring together.

Parent pushing a Thule stroller through snowy conditions with a child walking beside them.

Built for weather

Because adventures don't wait for perfect conditions. A little rain. A windy afternoon. A change of plans.
The best family moments rarely happen because everything went exactly as expected. Outdoor quality means having the confidence to keep going when conditions change.

Sleeping baby in a Thule stroller bassinet.

Built to last

Because family adventures don't happen just once.
The best products aren't built for a season.
They're built for years of walks, rides, road trips, and memories together. That's why we test our products beyond the standards, so families can keep using them long after the first adventure.

Products featured in the film

Thule Urban Glide 3 Tinted taupe
Thule Urban Glide 3
all-terrain stroller tinted taupe
Thule Glide 3 all-terrain and jogging stroller
Thule Glide 3
all-terrain and jogging stroller Black
Thule Chariot Cross 2 double 1 or 2-seat multisport bike trailer faded khaki
Thule Chariot Cross 2 double
1 or 2-seat multisport bike trailer faded khaki
Thule Yepp 2 maxi frame mounted child bike seat midnight black
Thule Yepp 2 maxi frame mount
frame mount child bike seat midnight black
Thule Sapling baby backpack agave green
Thule Sapling
baby backpack agave green
Collage of families using Thule strollers, bike trailers, child bike seats, and child carrier backpacks outdoors in different environments.

Behind the scenes

How do you bring together Olympic champions, world record holders and families for a week of filming?
Explore the making of A different kind of strong.

Photos from the production


Behind the scenes of Thule’s A Different Kind of Strong campaign, with crew members, several Thule strollers, production equipment and two vehicles gathered in a gravel area.
Behind the scenes of Thule’s A Different Kind of Strong campaign, with crew members and Thule Chariot outside a building in a gravel landscape.
Behind the scenes of Thule’s A Different Kind of Strong campaign, with a vehicle carrying a roof top tent parked among trees at sunset.
Behind the scenes of Thule’s A Different Kind of Strong campaign, with five crew members posing together beside a Thule Urban Glide 3 in a rocky landscape.
Behind the scenes of Thule’s A Different Kind of Strong campaign, with crew members, a Thule stroller and a cyclist gathered in an open gravel area.

Explore our categories

Luggage and travel bags category

Luggage and travel bags
A woman stands against a stone wall while holding a Thule backpack.

Backpacks and day bags
A close up image of someone holding a Thule organizer.

Organizers
Two cyclists ride mountain bikes along a narrow trail through, seen from behind.

Bike and sport bags