Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In


Press Releases

Thule Partners with Backbone Media

Get access to everything we publish when you sign up for Outside+.

SEYMOUR, Conn.(February 25, 2016) — Thule, the leading manufacturer of sport and cargo car carriers, sport and travel bags, luggage and technical backpacks, announces that it has partnered with Backbone Media to manage a portion of its public relations outreach and communications strategy.


“At Thule, we believe in the value of an active life, whether you’re in the city or the great outdoors,” says Chris Ritchie, Thule PR & Communications Manager. “Our mission is to equip people to live their active lives to the fullest by allowing them to bring anything—whether its their bike, board, skis, or their life. Our partners at Backbone Media not only share our beliefs, they have a proven track record of amplifying active lifestyle brands like ours and building deep connections with outdoor endemic and mainstream media.”

“Thule is a best in class brand bringing clean design, functionality and performance to every product category they touch,” says Nate Simmons, partner at Backbone Media. “As Thule continues to expand its product categories, we’re excited to create a communications strategy that introduces the brand to new markets.”

As part of Thule’s strategic repositioning in 2016, the company will increase its focus on sports and outdoor products across a wide spectrum of product categories, ranging from the expanding technical backpack line to bike carriers, roof racks, and child carriers. Backbone will assist the brand in reaching new audiences and establishing lasting connections as it expands further into the outdoor market.

Media contacts: 

Chris Ritchie, Thule PR & Communications Manager


Mackenzie Carroll, PR Account Manager

970-963-4873 ext. 142

For more information on Thule products, visit:

About Thule

The Thule brand was established in 1942. Under the motto Bring your life, Thule globally offers a wide range of premium products for active people that allow them to bring what they care most for safely, easily and in style. Thule offers among other things roof racks, bike carriers, roof boxes, computer/camera/sports bags and child related products like child bike seats and multisport strollers. The products are sold in more than 139 countries world-wide. Thule is the largest brand in Thule Group. For more information, please visit

About Backbone Media

Backbone Media is a public relations, media planning and buying, and social media agency that partners with brands to target, engage and inspire the active lifestyle market. For over 17 years, Backbone Media has worked with leading outdoor gear, apparel, technology, food and beverage brands, as well as tourism destinations around the world. Backbone has offices in Carbondale and Denver, Colorado, and Jackson, Wyoming.