Swedish premium outdoor brand Thule has appointed independent creative collective GUNG HO as its retained UK PR agency, following a competitive pitch. The appointment comes as Thule looks to amplify its brand with UK consumers and raise its profile across the bike, sport and cargo, bags and adventure camping categories. Thule's Active with kids and Active with dogs categories in the UK will continue to be managed by Nion PR.

Within the partnership, GUNG HO is working with Thule to elevate the brand's profile and strengthen its position in the outdoors, performance and lifestyle media landscape.

GUNG HO's remit includes strategy and planning, media relations and the management of key projects and activations in the UK. Through locally resonant communications strategies, Gung Ho will reinforce the brand's authority across the outdoor and adventure, cycling, general performance and lifestyle media space, including on social-first platforms, while also strengthening its connection with outdoors communities.