Uploaded September 2026 | Updated September 2026, 2 hours ago
What happens when you bring together Olympic champions, world record holders, their families and a film crew for a week outdoors?
The making of A different kind of strong takes you behind the scenes of our latest Thule campaign — and closer to the people and families at the heart of it.
The campaign brings together Sarah Sjöström, Anja Pärson, Charlotte Kalla, Jackie Paaso, Anna Haag, Maria Pietilä Holmner, Emelie Forsberg and Kristin Larsson. Athletes who have spent much of their lives training, competing and pushing the limits of what they can do.
Today, many of them are also parents.
And while their sporting careers have taught them a lot about strength, endurance and adapting when things don’t go according to plan, family life has given those words a new meaning.
Over the course of the production, we followed the athletes and their families outdoors — running, cycling, walking, exploring, playing and spending time together. Between takes, changing weather, tired kids and unexpected moments, the film became about much more than capturing the perfect shot.
It became a glimpse into what an active family life actually looks like.
Because adventures with children are rarely perfect. And they don’t need to be. Sometimes strength is going further. Sometimes it’s slowing down. Carrying someone who has had enough. Changing the plan. Or simply finding a way to keep moving together.
This documentary is the story behind A different kind of strong — the people, places and moments that brought the campaign to life.
Watch the campaign film and discover more about the athletes, their families and the products that joined them along the way:
thule.com/global/articles/guides/a-different-kind-of-strong
What happens when you bring together Olympic champions, world record holders, their families and a film crew for a week outdoors?
The making of A different kind of strong takes you behind the scenes of our latest Thule campaign — and closer to the people and families at the heart of it.
The campaign brings together Sarah Sjöström, Anja Pärson, Charlotte Kalla, Jackie Paaso, Anna Haag, Maria Pietilä Holmner, Emelie Forsberg and Kristin Larsson. Athletes who have spent much of their lives training, competing and pushing the limits of what they can do.
Today, many of them are also parents.
And while their sporting careers have taught them a lot about strength, endurance and adapting when things don’t go according to plan, family life has given those words a new meaning.
Over the course of the production, we followed the athletes and their families outdoors — running, cycling, walking, exploring, playing and spending time together. Between takes, changing weather, tired kids and unexpected moments, the film became about much more than capturing the perfect shot.
It became a glimpse into what an active family life actually looks like.
Because adventures with children are rarely perfect. And they don’t need to be. Sometimes strength is going further. Sometimes it’s slowing down. Carrying someone who has had enough. Changing the plan. Or simply finding a way to keep moving together.
This documentary is the story behind A different kind of strong — the people, places and moments that brought the campaign to life.
Watch the campaign film and discover more about the athletes, their families and the products that joined them along the way:
thule.com/global/articles/guides/a-different-kind-of-strong
