On November 13, the global community gathered in Malmö, Sweden, for the Thule Experience. The event showcased over 20 new products, expanded categories, and a growing ambassador family – all under the theme Outdoor Uncompromised, where great design meets real adventure.
Innovation across new and iconic categories
For 2026, the brand continues to move forward – launching a wide range of new products, expanding into new segments, and strengthening the categories it is best known for. From car seats and dog products to roof boxes, bike racks, bags, bike trailers, and rooftop tents, every innovation reflects a commitment to help people live life outdoors, without compromise.
An immersive experience of design and purpose
Set against the industrial backdrop of Lokstallarna in Malmö, more than 1,000 participants experienced the world of Thule firsthand. Rather than simply displaying products, THEX invites guests to explore how design connects with real adventure – through performance, sustainability, and authentic human stories.
A global community of ambassadors
Over 50 ambassadors from around the world took part in the event, representing a wide range of outdoor passions – from skiing and cycling to travel, running, and water sports. Among the highlights was the appearance of Robby Naish, a windsurfing legend and water sports pioneer from the USA. One of the first ambassadors in the early 1980s, he helped define the adventurous spirit that continues to drive the brand today.
“We aim to inspire an active lifestyle, and our ambassadors are key to that vision. They embody the freedom, passion, and authenticity that Outdoor Uncompromised is all about”, says Tina Liselius, Vice President Brand.
A celebration of design without limits
Outdoor Uncompromised is about freedom – to explore, to move, to live close to nature without barriers. ”At THEX you get to experience the products firsthand. When you try them out, you understand our commitment to design, user experience and product quality, and the same philosophy is evident in everything we do,” concludes Tina Liselius.
