pathos passion - designpriset.se · passion to inspire healthy and active lifestyles for people...

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The man and the mountain/ All about heart/Passing it on/

Doing it together/Van life action/ Our inspiration

PATHOS & PASSION

A M AG A Z I N E F R O M T H U L E

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PATHOS & PASSION/STORY/Namn PATHOS & PASSION/STORY/Namn

Pathos PassionThe word pathos can mean many things. At the

Thule Group we have chosen to embrace the aspects

of the word that relate to sharing a strong emotional

connection with people around us and to helping them

experience better things. As a business we thrive by

designing safe products that are easy to use, of high

quality, and that can be used for a long time. But deep

down, we get our energy from engaging with people

around the world, and seeing how our products inspire

in them a healthy and active lifestyle.

We've been around for 75 years and the success of our business is based on designing and creating products that are safe, long-lasting, easy to use and of a high quality. The reason that we continue to succeed is because we are driven by passion; our passion to inspire healthy and active lifestyles for people around the world.

Humans are emotional beings and a shared pathos towards a better world is a vital, positive force. Cleaner oceans, mountains without scrap-heaps, less fortunate kids having opportunities to enjoy the great outdoors; these are things we should all want to see. By stirring up emotions around these issues we can put across a powerful message: we can all contribute!

Passion is a bit like love. You just know when you have found it. But, it might not hit you in a “eurekamoment.” In fact, your true passion is rarely discovered overnight, but realized through a series of discoveries of small interests. The key is to nurture your passions rather than waiting for them to suddenly strike.

If you can't imagine not doing something, it's a true passion. Your life would simply be less full if you could not pursue it. In this magazine we share some stories of the passion that some of the world’s best athletes have for their sports, but also for other greater aims. But it is important to remember that you don’t have to be great at something to be passionate about it!

Passion — a strong and barely controllable emotion. We associate passion with an intense, often positive, feeling. But centuries ago the term referred specifically to intense pain. The suffering of various religious martyrs, those tortured and killed for their beliefs, were called “passions,” from the Latin passio (suffering).

The Greek word pathos means ”suffering”, ”experience”, or “emotion”. It came into English in the 16th century, and often relates to the emotions produced by seeing other people suffer. However, the word is also used in the more positive context of people demonstrating true compassion for each other and the earth in general.

Thule Group wants to be an active part of a sustainable and functioning society that ensures that the earth can be enjoyed by future generations.

Ω

It is in our DNA to take responsibility for our impact on the environment, and to be an engaged participant in society by fostering fair and transparent business conditions.

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Copyright 2017

Thule Sweden AB.

PATHOS & PASSION

Photographers

Erik Pütsep

Daniel Ahlgren

Paul Lockhart

Karina Szuter

Sherpas Cinema

Marcel Pabst

Joakim Rissveds

Leon Greiner

Oskar Bakke

Alex Socci

Niklas Elmrin

Richard Hallman

Nick Pumphrey

Editor and concept:

Tina Liselius (Thule Group)

Design and layout:

Jeanette Friman

(Sthlm Kommunikation)

Print

Strokirk Landström,

Lidköping

Contents

36 Martin Söderström Thule Crew member and ripper

of MTB slopes

38 The waterfalls project White water kayaker Pedro Oliva

52 Award winners Four favorite products

48 Anja Pärson & Filippa Rådin Thule Crew members, legendary

athlete, designer and active parents

62 Jenny Rissveds Thule Crew member and

Olympic gold medallist

67 Martin McFly Winkler Thule Crew member and true

mountain lover

93 Maria Kuzma Thule Crew member, architect and rad snowboarder

95 Matthias Giraud Thule Crew member, the Super Frenchie

with true passion for the daring

24 Sherpas Cinema Thule Crew members and award

winning film production company

26 All about heart Chris Van Dine – with a passion

for inspiring kids to choose bike

before crime

08 The man and the mountain Apa Sherpa – A mountain legend with

a passion for education

54 Passing it on World record holder

Garrett McNamara

68 Doing it together Eva Nyström and Martin Flinta – four times world champions in multisport and the ultimate active family.

64 People at Thule Interview with Director

Designovation, Henrik Eriksson

90 People at Thule Interview with International Product

Manager, Graham Jackson

98 People at Thule Interview with SVP HR, Kajsa von Geijer

102 People at Thule Interview with Sales Director

Jeffrey van der Mars

104 Thule 75 years Some products from our history

108 #WCAC We can all contribute!

74 Thule Crew Our inspiration

76 Anders Backe Thule Crew member, father and

wild urban adventurer

78 People at Thule Interview with Design Director

– Bags, Rebecca Taylor

80 #alinevanlifeaction Aline Bock – exploring

the world in her van.

87 People at Thule Interview with Sales Director,

Larry Hewett

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PATHOS & PASSION/STORY/Apa Sherpa

THE MAN AND THE

MOUNTAIN

Apa SherpaA mountain legend with a passion for education.

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PATHOS & PASSION/STORY/Apa SherpaPATHOS & PASSION/STORY/Apa Sherpa

When the team at Thule started to develop a series of advanced hiking and trekking backpacks in 2013, we wanted to find partners and ambassadors who would not only give us input to the packs, but also carry the genuine message of what Thule products are all about; quality, safety, ease of use and stylish design.

This search for soul mates quickly brought us to a legendary man from Nepal, called Apa Sherpa. Apa is a thoroughly remarkable mountain guide, who has taken 21 successful expeditions to the summit of Mount Everest without losing a single life. That makes him the world record holder for Mount Everest summits. But if you ask Apa, he'll tell you that that's not the important part of his story. That's something else entirely …

APA SHERPA DOESN’T know how old he is. You don’t celebrate birthdays in Nepal. And all the children are named after the weekdays. But even as a child, Apa stood out. He miraculously survived an avalanche when he was young and this exemplified his inner drive, a determination to survive and – even more importantly – to help others to survive in the demanding conditions high in the mountains. His willpower and dedication to making a change motivated him to walk 3 hours to and from school, every day from the age

Apa Sherpa has been called the Michael Jordan of Mount Everest with his 21 expeditions to the top of Mount Everest without losing a single life.

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of 5. He wanted to become a doctor so he could help the chil-dren of Nepal. But his father died when Apa was 12 and every-thing changed. He had to leave school and start work as a porter to support his family. Everest will always be thereComing from Thame – the hometown of Tenzing Norgay – it was almost inevitable that Apa would become a high altitude sherpa on Everest. He began carrying loads on the lower parts of the mountain in 1988, but it wasn't until May 10, 1990 that he reached the summit for the first time, alongside Rob Hall, Gary Ball and, in a twist of fate, Peter Hillary (Peter's father Edmund was of course one of the first two men to reach Everest's peak, alongside Tenzing Norgay). Since then, Apa has taken part in 22 Everest expeditions and reached the summit 21 times. Sticking to the simple philosophy that “Everest will always be there” and so it's more important to keep all team members and sherpas safe, Apa has led his teams to amazing success.

“Apa Sherpa is the recipient of the World Wildlife Foundation’s prestigious ‘Leaders for a Living Planet’ award.”

Thule proudly supports the Apa Sherpa Foundation with meal programs and teacher salaries for the schools managed by the organization in the Thame region in Nepal.

In addition to his mountaineering achievements, Apa is active in climate change education and the conservation of Everest through the Eco Everest clean up expeditions, which have removed around 14,000 kg of debris and waste from the mountain. Apa is a Climate-for-Life ambassador and a recipient of the World Wildlife Foundation's prestigious "Leaders for a Living Planet" award.

Then there's the not so small matter of a certain foundation that bears his name.

Without education we have no choice In 2010 Apa founded the Apa Sherpa Foundation with help from his best friend Jerry Mika. It works for the children of Nepal's right to an education. It is Apa's belief that without an education, chil-

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PATHOS & PASSION/STORY/NamnPATHOS & PASSION/STORY/Apa Sherpa

”Without an education the children of Nepal have no choice. Then they have to become porters and risk their lives.”

Sherpas Cinema on their way to the Sundre peak to shoot time lapses of the sunset and sunrise over Mount Everest.

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PATHOS & PASSION/STORY/Apa Sherpa

dren in Nepal are left with no choice. They are pushed into becoming porters, and have to work extremely hard to make a living rather than enjoying the great nature they live in. The Apa Sherpa Foundation seeks to build on Apa's legacy by supporting individuals where they live, starting with Apa's hometown of Thame and outwards from there.

Honorary doctorateIf Apa could have planned his life differently, he says that he would gladly have given up the world records for a good education and a career as a medical doctor.

That is why education for his own children and for the other children of Thame is his top priority.

In 2013 Apa himself received an honorary doctorate from the University of Utah, not for his climbing exploits, but for his commitment to cultural and ecological conservation of the Himalayas.

Education for the children of Thame is Apa's top priority.

APA SHERPA IN SHORT

1988Began carrying loads on Everest.

1990Reached the summit for the first time.

21Apa has reached the summit 21 times.

2010Founded the Apa Sherpa Foundation.

2013received an honorary doctorate.

14,00014,000 kg of garbage has been removed from the mountain by the Eco Everest clean up expeditions.

KathmanduThe capital city of the Federal Democratic Republic of Nepal, the largest Himalayan state in Asia. It is the largest metropolis in Nepal, with a population of 1.4 million in the city, and 2.5 million in its urban agglomeration across the Kathmandu Valley.

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Sherpa is also used as a last name. Usually their first name is the day of the week they were born.

Nyima/SundayDawa/MondayMingma/TuesdayLhakpa/WednesdayPhurba/ThursdayPasang/FridayPemba/Saturday

Apa Sherpa and Phurba Tashi both hold the record for most summits with 21, the most recent one in 2013.

M O U N T E V E R E S T

8848 +90m/s–60˚

HEIGHT: Everest is 8,848 m (29,035 ft) high. With GPS technology, the summit was measured at 8,850 m (29,035 ft) in 1999.

SPEED: Wind speeds of over 90 m/s (200 miles/h) are not unusual.

TEMP: The temperature can sink below -60˚C (-80˚F).

The summit marks the border of Nepal to the south and China or Tibet to the north. The first summit was on May

29, 1953 by Sir Edmund Hillary from New Zealand and Tenzing Norgay, a sherpa from Nepal. They climbed from the south side on a British expedition lead by Colonel John Hunt.

FIRST IDENTIFIED FOR THE WESTERN WORLD BY A BRITISH SURVEY TEAM LEAD BY SIR GEORGE EVEREST IN 1841.

There are 18 different climbing routes on Everest.

Northern route

Southern route

TIBET, CHINA NEPAL

Base Camp

Base Camp

Almost all climbers use bottled oxygen. It helps keep the climbers warm.

You have to be 16 or older to climb from the Nepal side and between 18 and 60 on the Chinese side.

Climbers burn over 10,000 calories each day, double that on the summit climb.

Thule Versant 60L Perfectly-sized packs for three to five day adventures. Top lid converts to a sling pack for summit hikes.

Frostbite and frostnip typically occur on the hands, feet and sometimes ears and nose.

12X

Comparing the seven summits

9,000 m

7,500 m

6,000 m

4,500 m

3,000 m

1,500 m

PUNCAK JAYA

4,884 m(16,024 ft)Oceania

VINSON4,892 m

(16,050 ft) Antarctica

• Sherpas help climbers by carrying tents and cooking food to the High Camps.

• Sherpas climb Everest as a job to support their families.

• Sherpas can get sick from the altitude like anyone else.

• Sherpas feel it is disrespectful to stand literally on the highest point of the mountain since that is where Miyolangsangma, the Tibetan Goddess of Mountains, lives.

Everest is over 60 million years old. It was

formed by the movement of the Indian tectonic plate pushing up and against the

Asian plate.

Everest grows by about 6mm (0.25") every year.

Everest is called Chomolungma in Tibet. It means Mother goddess of the universe.

Everest is called Sagarmatha in Nepal. It means Goddess of the sky.

It takes 40 days to climb Mt. Everest in order for the body to adjust to the high altitude.

40

There is 66% less oxygen in each breath on the summit of Everest than at sea level.

Climbers start using bottled oxygen at 7,925m (26,000 ft).

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2

SHERPASSHERPA IS THE NAME OF A PEOPLE. THEY MOSTLY LIVE IN WESTERN NEPAL. THEY MIGRATED FROM TIBET OVER THE LAST SEVERAL HUNDRED YEARS.

EVEREST8,848 m

(29,029 ft) Asia

KILIMANJARO5,895 m

(19,341 ft) Africa

ELBRUS5,642 m

(18,510 ft) Europe

ACONCAGUA6,961 m

(22,838 ft) South

America

DENALI6,190 m

(20,310 ft)North

America

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Bring your gear.

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PATHOS & PASSION/THULE CREW/Sherpas CinemaPATHOS & PASSION/THULE CREW/Sherpas Cinema

THE 5MISSIONS OF SHERPAS CINEMAMISSION 1Amplify the voice of nature.

MISSION 2Extend the current limits of cinematic quality, creativity and craftsmanship.

MISSION 3Inspire individuals to go outdoors and greater respect our planet.

MISSION 4Realize potential, innovate and extend the imagination.

MISSION 5Create cinema that changes the world.

SHERPAS CINEMA IS ONE OF THE WORLD'S MOST ACCLAIMED OUTDOOR PRODUCTION COMPANIES AND A PART OF THULE CREW. THEY ARE THE CREATORS

OF SEVERAL FILMS ABOUT THE PEOPLE WHO INSPIRE US.

A MIGHTY MIX OF EXPERIENCE AND KNOWLEDGECutting edge film-making techniques, inventive animation and graphic design, intimate character development and sophisticated audio design are coupled with years of multifaceted mountain experience and savvy.

BEST OF THEIR KINDSherpas Cinema films have been heralded as the best of their kind and have toured the globe winning numerous awards. The production company is a boutique full service production house based in Whistler, BC, Canada, and a part of Thule’s team of ambassadors who share our values.

Award winning film production company

Sherpas Cinema

ON

“Do more, not less” IN LOVING MEMORY

JP AUCLAIR

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PATHOS & PASSION/STORY/Chris Van Dine

All about heart

Chris Van DineA mountain bike freerider with a passion for

inspiring kids to choose bike before crime.

EL SALVADOR, CENTRAL AMERICA’S smallest country, lies by the warm

Pacific Ocean coast squeezed between Guatemala and Nicaragua. Small in

size, it sits at the top of many negative lists, with one of the highest homicide

rates in the world, over a third of its population living below the poverty line,

and with many of the country’s youth turning to gangs to survive. Right here,

in a small town called El Tunco, legendary downhill mountain biker Chris

Van Dine has thrown his skills, energy, passion and heart into a bike project

together with the local orphanage Remar.

Chris Van Dine has a long and successful global career in downhill mountain

bike freeriding. But despite being a world class athlete he’s never been much

for competitions. He’s more of a soul rider, who lets his heart guide him and he's

foremost a passionate ambassador for living life with a bike. He dedicates a large

part of his time to inspiring children living under less fortunate circumstances

Mountain bike downhill freerider Chris Van Dine has found his passion in helping kids in Latin America learn

how to ride a bike, and keep bikes close to their souls.

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PATHOS & PASSION/STORY/Chris Van DInePATHOS & PASSION/STORY/Chris Van Dine

“If you want to shape minds, shape spaces where those minds can dwell.”

to choose biking over petty crime and violence. The

El Tunco project has been enlightening for Chris, especially

when the kids became so positive and engaged when

he proposed building a public pump track close to the

orphanage. But the job didn't stop with building the track.

Finding a sustainable way to get more bikes out there and

helping to build up a bike mechanic school were just as

important. The more bikes there are in a country, the more

bike mechanics they need.

Chris has always had a huge heart for grassroots efforts

that focus on sustainability and social engagement, and

the El Tunco project has shown how using local passion to

drive these efforts can really engage and help people. With

the support of Thule and the award winning production

company (and fellow Thule Crew members) Sherpas

Cinema, Chris‘s El Tunco project was captured in a beautiful

short film, called Bikes of El Salvador.

Bikes of El Salvador

BORNUSA

YEAR OF BIRTH1980

LIVES TODAYPuerto Vallarta, Mexico

MOTTOLiving my passion.

PROJECTSFounder of the pump track project in El Tunco, El Salvador.

CHRISVANDINE IN SHORT

Chris’s favorite moments in life are the vicarious ones. Standing on podiums and stages is wonderful, but the sheer amazement and joy that sweeps over the face of a child riding on two wheels for the first time is something else.

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PATHOS & PASSION/STORY/Namn PATHOS & PASSION/STORY/Chris Van Dine

@iandavidf Writer, photographer, and cyclist

@thule

Calle, Eva and Lovisa are cycling

30,000 km (18,600 miles) for the benefit

of Barnhem Muang Mai. #thulepacknpedal

@thehappyworldtourCalle Wollgård, Lovisa Håkansson & Eva Eriksson

Thule Pack 'n Pedal When you have everything you need with you, you can stay

out on the road longer or take on more ambitious challenges.

Get fully equipped for overnight and week-long journeys that

will let you see completely new horizons.

SIERRA MADRE, MEXICO“Lush Mayan trails of the central coastal Sierra Madre range of Mexico.”

ANDES, PERU“Off the beaten path trails

of the Ancient Incan Empire in the Vilcabamba jungle

and high sierra of the Peruvian Andes connecting

their lesser known sun gates and citadels.”

VILLA LA ANGOSTURA,

PATAGONIA “The Argentinian

Gaucho trails in the unadulterated ranges

of Northern Patagonia around Villa La

Angostura.”

SANTA CATALINA, BRAZIL

“Vibrant green Brazilian rainforest and red clay trails of Santa Catalina region in Southern Brazil.”

25 1 100percent of Salvadorans are victims of crime.

There is one murder per hour in El Salvador.

bikes were given to the children in the orphanage.

“The cultural aspects are important to consider. I have always enjoyed making friends where the tourism industry tells tourists not to go.”

CENTRAL RANGE, COLOMBIA “Medellin River Basin and Central Range of Colombia, especially the Aburra, Magdalena and Cauca Valleys.”

Traveling with a bicycle opens doors in

ways you can’t imagine. It’s a passport

to new places you otherwise couldn’t

access or wouldn’t go, and an automatic

connection with people from around the

globe. This trip sent us into the high alpine

of the Chilcotin mountains where we slept

under the stars on a lake beach, took

a float plane 56 km (35 miles) into the

backcountry, and then rode back home

through wild untrammeled terrain.

#Thule RoundTrip Pro

TOP 5BIKE SPOTS

VAN DINE'S

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Bring your bike.Bring your bike.

PATHOS & PASSION/STORY/Namn

ON

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PATHOS & PASSION/THULE CREW/Martin Söderström PATHOS & PASSION/THULE CREW/Martin Söderström

I ALWAYS BRING MY BIKEThe best part about biking is that you can always get better at it. The sport is so wide. There are lots of different disciplines, and when you feel like you have something dialed in there’s still a thousand other things you can improve. I get the same feeling about traveling. The more I travel, the more stories I get to hear about new places I want to visit. So the big plan is to discover new and better places, and to beable to tackle the terrain there better each time with my bike.

YOU'RE ONE OF US NOWOne of my proudest moments was when I got invited to my first international contest. It was such a crazy feeling to ride with all the pro riders that I had idolized for so long. I managed to get a good result at that event, and one of my biggest heroes, Trond Hansen, came up to me and said: “You realize that you are one of us now”. I still get goose bumps thinking about it.

“It's been a while since I got my first real mountain bike in 2002. A lot has changed since that day, butnot the fact that every time I ride I feel like home and only want to find new ways to get better.”

Thule ProRide

FAST FACTSBORNUppsala, Sweden

YEAR OF BIRTH1990

FAMILYMother, father, sister and girlfriend.

LIVES TODAYStockholm, Sweden

ACHIEVEMENTS2 times 2nd FMB World Tour overall.

WHAT DO YOU DO WHEN YOU'RE NOT ON YOUR BIKE?I go cross country skiing!

Martin “The Big Swede” Söderström

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PATHOS & PASSION/THULE CREW/Anja & FilippaPATHOS & PASSION/THULE CREW/Anja & Filippa

A WORLD CHAMPION, A DESIGNER AND A FAMILY

ON

FAMILY LIFEAnja Pärson is one of the best Alpine skiers of all time, with 25 Olympic and World Championship medals, and Filippa Rådin is a celebrated fashion designer. They live an intense life traveling around the world together but always have one joint focus; their family.

WE BRING OUR KIDSAnja and Filippa are both dedicated to getting the most out of their lives together and refuse to compromise when it comes to spending time with their children. They always bring them, whether to the mountains, the sea or to the city. Family first!

“We don’t have any prestige in our life with the children. If we have planned to go on a picnic one day and that day turns out to be one of those bad days that easily can happen with children, we simply surrender, go back and do something else.”

FAST FACTSBORNAnja in Tärnaby, Sweden, and Filippa in Umeå, Sweden.

YEAR OF BIRTH1981 and 1973

FAMILYAnja, Eva, Emmy, Elvis and Maximilian.

LIVES TODAYUmeå, Sweden

ACHIEVEMENTSAnja has won 25 Olympic and World Championship medals. Filippa is a successful fashion designer.

Anja Pärson and Filippa Rådin

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Bring your family.Bring your family.Bring

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PATHOS & PASSION/AWARD WINNERSPATHOS & PASSION/AWARD WINNERS

The Thule Chariot Sport stroller won jurors over immediately with its ergonomic perfection, both as a bike trailer and as a stroller. The use of materials and workmanship are first class. For its young passengers, the Thule Chariot Sport offers an interior with the highest level of comfort, while their parents will enjoy maximum flexibility in all areas of use: when jogging, biking, shopping or just going for a stroll.

Following an innovative design approach has made the Thule Yepp Nexxt Maxi emerge as a child bike seat with outstanding characteristics. Based on a successful interplay of all elements it is comfortable and robust, fulfilling the highest demands on safety. It incorporates an overall convincing solution. With its fresh appeal and sophisticated functionality, it sets new standards in the field of child bike seats.

Jurors underlined the design’s originality, good technical construction, practicality, social sensitivity and adaptability to different lifestyles.

Stylish, versatile and built to last, the Thule Subterra collection offers luggage, backpacks, laptop bags and sleeves that help you put together a great look for your travels.

Thule Subterra Carry-On 55cm

Thule Yepp Nexxt Maxi

Thule Chariot Sport

Thule Urban Glide

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The man, the myth, the legend, big wave surfer

Garrett GMAC McNamara, shares his passion for teaching children

what's important in life.

PASSINGIT ON

Garrett McNamara World record holder for the biggest wave ever surfed.

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PATHOS & PASSION/STORY/Garrett McNamara

Garrett McNamara had a rough childhood. Alongside his mother and his brother, he lived on welfare for most of his childhood and Garrett doesn’t even remember how he got his first surfboard. Maybe from a garage sale or a dump? But that wasn’t important to him. He just knew it was special to him and

he didn’t care how old or ragged it was. Because in that moment the future legendary big wave surfer didn’t just find a board – he found his passion in life.

AS LIVING PROOF of how far you can go by following your true passion, no matter what conditions you start from, Garrett McNamara now wants to pass his passion and experience on to future generations. It’s not about surfing. It’s about finding whatever your passion is in your life. GARRETT TELLS ALL the kids he meets, when giving

Garrett and his family organize several beach clean ups every year in Nazaré.

Lofoten, NorwayGarrett and Nicole share their love for nature with their son Barrel.

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“I just remember falling in love. I knew that it was all I wanted to do. It’s just the most amazing feeling to be out there in the water riding waves. It’s like walking on the water. Nothing mattered. If you have the ocean and you have your board, nothing matters.”

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PATHOS & PASSION/STORY/Garrett McNamaraPATHOS & PASSION/STORY/Garrett McNamara

speeches and visiting schools, to write down their dreams in life – and to follow them. He tells them how focusing on doing the things you love can change their lives, and how every step along the way will build on their passion and dedication, and guide them through life.

Garrett wants to inspire children to respect nature and keep it safe for future generations to enjoy. As a father and true outdoor lover he knows how import-ant it is not only to tell children what to do, but also

to lead by example. Almost every day he takes his son Barrel on two-minute beach clean ups, before they throw themselves into fun and games. Garrett's focus and sincere hope is that children, the youth of today, will get to enjoy the ocean as much as he has. As a father, it gives him unparalleled joy and pride to see his kids enjoying the outdoors.

Garrett and his wife Nicole love to encourage their children to follow their dreams, but also to remind them of their responsibility to take care of the envi-ronment. They explain that otherwise, there will be no ocean to play in, no snow to ski on, and no woods to run in. The world was lent to us by our parents; it’s up to us to be responsible and to leave a healthy environment for our children!

2002Won the Tow Surfing World Cup in Maui at Jaws.

2011Entered the Guinness World Records after catching a 24 m (78 ft) wave in Nazaré, Portugal.

2013Broke his own record on a 30 m (100 ft) wave.

“It’s not about surfing. It’s about finding whatever your

passion is in your life.”

“ It’s never too early and never too late to find your passion

and live your dreams.” GMAC IN SHORT

Setting sights on the marathon world

record this weekend in Toronto. No father

and daughter will be faster. #ThuleGlide

@calneff Distance runner and current Guinness World Record holder for pushing a stroller for both the Marathon and Half Marathon.

@thule

Rugged, weather

resistant duffel with

removable backpack

straps and wide mouth

opening. Easy access

to contents through

oversized, wide

mouth opening.

Thule Chasm 40L

PE'AHI, MAUI, HAWAIIThe break here is officially known as Pe'ahi, but it's better known as Jaws, because it's so intense and unpredictable. It's a massive draw and a regular venue on the big wave circuit.

SUNSET BEACH, OAHU, HAWAIIThis is a serious big wave surfing spot in the winter months. It's a stop on the WSL Championship Tour and the World Cup of Surfing so the pros know it pretty well.

LANIAKEA, NORTH SHORE, OAHU, HAWAIIAnother classic Hawaiian destination, Laniakea can be insanely fast, and when the swell is right you can get a long ride with plenty of barreling sections.

CORTES BANK, USAA legendary place. 100 km (62 miles)off the San Diego coast with huge waves that can hit from any direction, this is basically surfing in the middle of the ocean.

MAVERICKS, CALIFORNIA, USAOne the best known competition venues in big wave surfing, this place has a lot of history. Waves can hit 18 m (60 ft) in the winter months.

NAZARÉ, PORTUGAL

This is where Garrett set the official record for the largest wave ever surfed (24 m or 78 ft) back in 2011. Two years later he surfed an even bigger wave, so it's not a bad place to find some serious action.

CLOUDBREAK, FIJIA notoriously tough left reef break, about three miles south of Namotu Island. Consistent, fast, bareling breaks — it's heaven for expert surfers.

MCNAMARA'S TOP SURF SPOTS7

Garrett McNamara:

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PATHOS & PASSION/THULE CREW/Jenny RissvedsPATHOS & PASSION/THULE CREW/Jenny Rissveds

CROSS COUNTRY MOUNTAIN BIKER AND OLYMPIC GOLD WINNER IN RIO 2016

ON

I AM NOT THE BEST I CAN BE. NOT YET.The victory in Rio de Janeiro might have come as a surprise to the general public, but not to anyone who knows Jenny or keeps track of the mountain bike circuit. Her physical abilities are only surpassed by her iron will and work ethic. She spends six months with her team in Switzerland, and six months at her home in Falun where her family lives.

BE TRUE TO YOURSELFJenny says that a lot of people think that mountain biking isn't a discipline for women because it requires a toughness they don’t expect to find in a woman. She loves to prove them wrong. You canpaint your nails pink and still be a fast runner. Jenny has that side too, the one that likes to shop and make herself up after a day on the bike. But she cares little about other people’s opinions, and tries to stay true to herself.

THE RIGHT KIND OF WILLPeople say that she’s a talent, that learning comes easily to her, and that she’s a natural at everything she’s tried, be it soccer or the flute. Her response is that she doesn’t know for sure if you are born with talent or if it comes from the right kind of will, but she’s convinced that her achievements are connected to her goal orientation.

“Somewhere along the line you have to do things for your own sake, otherwise the facade will crack at some point.”

FAST FACTSBORNFalun, Sweden

YEAR OF BIRTH1994

FAMILYMother, father and brother.

LIVES TODAYFalun, Sweden and in Switzerland while training with her MTB team Scott-Odlo.

ACHIEVEMENTSOlympic gold winner in cross-country mountain bike in Rio 2016.

STRENGHTMindset

Jenny Rissveds

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PATHOS & PASSION/EMPLOYEES/Henrik ErikssonPATHOS & PASSION/EMPLOYEES/Henrik Eriksson

What do you work with at Thule?“Designovation” — the department includes

industrial design, surface design, concept

design, graphic design and visualization.

Where are you from? Originally from Nyköping, Sweden.

What's your background? I have a BSc in Innovation and

Design Engineering followed by

extended studies in ergonomics,

design management and graphic

design. 14 years ago I started

working as a graphic designer in

the marketing department at

Thule Group in Hillerstorp. Since

then I have held numerous

positions within the company

including illustrator, industrial

designer, concept developer,

creative director and industrial

design manager.

Where do you find your inspiration?In many things, in product design — cars,

gadgets, bicycles, helmets, etc. But most

of all I get inspired by people, especially

when they think differently, that applies

to colleagues from around the world, staff

within my team and people I meet.

What does it mean to you to work as Director of Designovation at Thule?I love my job, the people I have had the

opportunity to work with, and all the fun

projects I've been involved in. In my role

I get to be involved in almost all ongoing

product development projects for

the Thule brand, from early ideas

to finalized products. My role is

to lead the team and give them

the tools and opportunities to

creatively solve the tasks at hand,

to inspire and create a common

view of the design intent. To

challenge and to compromise

to reach as far as we can.

When being active with your family, where do you go and what do you do?Skiing in the Swedish mountains.

We are teaching our 3 and 5

year olds to ski. I remember one

particular incident from what was

supposed to be our last run for the season.

Our daughter really struggled, but when we

reached the bottom she looked at me and,

although she was so tired she could hardly

stand up, said "please dad can we do one

more run from the top!" That's true passion

and very inspirational to me! My wife has a

horse with a foal so we spend quite some

time in the stable as well.

Favorite product? In recent years it has been my

Thule Urban Glide, but now that my

children are growing up I'm an extensive

user of the Thule Motion XT and

Thule EasyFold XT.

Henrik ErikssonDESIGN DIRECTOR OUTDOOR & BAGS

PASSIONS IN LIFE:

MY FAMILY IS MY NUMBER

ONE.

IN ACTIVITIES IT IS SKIING, BUT WITH A GROWING

INTEREST IN MOUNTAIN

BIKING.

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PATHOS & PASSION/STORY/Namn PATHOS & PASSION/STORY/Eva Nyström & Martin Flinta

DOING IT TOGETHER

Eva Nyström and Martin Flinta Four times world champions in multisport and the ultimate active family.

Multiple World champions Eva Nyström and Martin Flinta find their strength and motivation to push the

limits in some of the world's toughest endurance sports in their children.

Eva Nyström and Martin Flinta are parents to Simon, 5 and Julia, 1.

They’re a perfectly normal family with the same challenges that every family has. The mess around the breakfast table, the far too few hours of sleep, work related stresses, the things that need to be fixed around the house, and all the other everyday battles.

There’s just one small difference. They’re both world champions in some of the toughest endurance sports imaginable. On top of everything else in life they spend 4 to 5 hours every day running, biking, swimming and kayaking. Eva’s a double world champion in Long Distance Duathlon and a world champion in Swimrun. And Martin’s a world champion in Adventure Racing and Xterra. And both Eva and Martin are among the most respected multisport athletes in the world.

But when you meet them, you can’t tell. They both talk more about their children and the time they spend with them than anything else. In fact, they probably spend more time with their children than most parents who work full-time do. Eva and Martin always find a way to bring them along.Eva loves to take her children along when running and biking, even if they're asleep. It makes her stronger, both

physically and mentally. She sees herself as a stronger athlete now, being a mum of two. This she proved by winning the Swimrun ÖTILLÖ, the inoffical world championship in Stockholm, racing faster than any other woman had done in that race before, only four months after having given birth to her daughter Julia. Eva points out that having more things to think about and truly care about, gives her less time to be nervous. And she loves the contrast between pushing her body to the very limit, then, a few seconds after crossing the finish line, picking up her daughter and changing her diaper. MARTIN SAYS THAT seeing Simon being proud of his dad after he’s won a race or performed well is an unbeatable motivation, and has helped his focus in training. If leaving for a specific race means time apart from the children then he’d better have pre-pared and be in peak shape. If not, it’s not worth being away from the most important thing in life.

Simon still believes his father is Superman since he found a pair of Superman underpants in Martin’s wardrobe. He’s just a little confused since he hasn’t found the cape yet or seen him fly.

[ 70 ] [ 71 ]

PATHOS & PASSION/STORY/ Eva Nyström & Martin Flinta

• DUATHLON WORLD CHAMPION

• SWIMRUN WORLD CHAMPION

TREKKING DISTANCE + 30,000 km

(18,600 miles).

CYCLING DISTANCE + 90,000 km

(55,900 miles).

PADDLING DISTANCE

5,000–6,000 km

(3,100-3,700 miles).

SWIMMING DISTANCE

About 5,000 km

(3,100 miles).

HOURS OF TRAINING/DAY 2.5–3 hours.

EVA NYSTRÖM

• ADVENTURE RACING WORLD CHAMPION

• XTERRA WORLD CHAMPION

TREKKING DISTANCE78,000 km

(48,500 miles),

CYCLING DISTANCE About 195,000 km

(121,200 miles), which

is equal to cycling

10 months per year

— in 25 years.

PADDLING DISTANCE

About 15,000 km,

(9,300 miles).

SWIMMING DISTANCE

About 6,000 km

(3,700 miles)

HOURS OF TRAINING/DAY 3–4 hours.

MARTIN FLINTA

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PATHOS & PASSION/THULE CREW

Anja PärsonOlympic gold winner in Alpine skiing

Pedro OlivaWorld record holder of highest waterfall ever jumped in a kayak

Chris Van DineMountain bike downhill freerider

Maria KuzmaSnowboard freerider and architect

Matt ElsasserStrapless kitesurfer

Flo OrleySnowboard freerider

Malcolm SangsterCo-founder of Sherpas Cinema

Eric CroslandCo-founder of Sherpas Cinema

Apa SherpaWorld record holder for most summits of Everest

Filippa RådinFashion designer

Martin FlintaAdventure racing and Xterra world champion

Garrett McNamaraWorld record holder of biggest wave ever surfed

Martin McFly WinklerMountain guide and freeskier

Martin Söderström Mountai bike slopestyle freerider

Eva NyströmDuathlon and Swimrun world champion

Anders BackeFreeskier and Super- vention athlete

Matthias GiraudBig mountain skier and ski BASE jumper

Aline BockSnowboard freeriding world champion

Jenny Rissveds*Cross Country mountain biker

*Not included in the photo.

Thule Crew

Thule doesn’t work with the team members in Thule Crew just because they're some of the world's best athletes and professionals in their

disciplines. It's not just that they help Thule test new products harder than anyone else can, and it's not just about their knowledge of their

industries. The most important reason that Thule works with this crew is because of who they are as people. Each and every one has their heart

right where it should be, sharing their passion to live an active life outdoors and to be inspiring, positive role models for future generations.You inspire us.

[ 78 ] [ 79 ]

PATHOS & PASSION/EMPLOYEES/Rebecca Taylor

What do you work with at Thule?I manage a team of fun and

talented designers working on a

broad range of our bag products.

I translate our business goals into

design-speak for the design team

and champion user-centric design

for the management team.

Where are you from?I'm from a small forest village on

the island of Hawaii, USA.

What's your background?I was raised by idealistic hippies whose

focus was education and self-sufficient

sustainability. I was home-schooled until

just before university, where I studied

Industrial Design and discovered my love of

problem-solving. I find few people share a

similar upbringing with me, but I think this

in itself gives me a unique perspective on

the everyday problems we are solving.

What's your passion?The ocean. Where I'm from, the ocean is a

goddess, Namaka, sister of Pele. It's clear

and blue. It heals cuts and scrapes, takes

away colds, and gives everybody sun

bleached hair and salt-crusted eyebrows.

The mullet fish and the humpback whale

jump on the surface of it just from pure

happiness. In the summer it's calm and flat,

and in the winter it can be ferocious. But

no matter the time of year,

it's always warm. Going back to it

is like crawling into a warm bed

after being on your feet forever.

I'm passionate about protecting

the ocean.

What does it mean to you to get to work as the Design Director for Thule?I get to work with fantastic

and dedicated people. As

Design Director I've been able to

help shape our team, as well as

our products, and coming to work

every day with my colleagues is the icing

on a great cake.

Five places I go for inspiration: • In the middle of nowhere. Get lost,

and you'll be surprised what you find.

• In the pages of a book. I've recently

read Tools Of Titans and was thoroughly

inspired.

• On the edge of the cliff. Go cliff jumping at

South Point on the Big Island (Hawaii). It's

a long drive down there, and you will have

plenty of time to think, problem solve and

reflect. And something about the terror

that rises when flinging yourself off a 12 m

(40 ft) cliff gets the creative juices flowing.

• In a foreign country. A pasture in New

Zealand, a factory in Ho Chi Minh, a train

in Norway. Travel inspires a broader

understanding of the human condition.

• In a hammock by a river. Because nothing

beats napping when it comes to solving

the world's problems.

Rebecca TaylorDESIGN DIRECTOR

FAVORITE PRODUCT: THULE STIR 15L

— DOESN'T REQUIRE YOU

TO USE IT IN ANY

PARTICULAR WAY, PACKS FLAT

AND WEARS LIKE IT'S ALMOST

NOT THERE.

[ 80 ] [ 81 ]


Houseless, not homeless! Aline Bock,

world champion in snowboard freeriding,

is realizing a long-standing dream of

living and traveling in a van decked out with all her sports equipment,

discovering new places and meeting

new people.

#alinevanlifeaction

Aline Bock Snowboard freeriding World Champion, surfer

and biker exploring the world in her van.

[ 82 ] [ 83 ]

PATHOS & PASSION/STORY/Aline BockPATHOS & PASSION/STORY/Aline Bock

Aline travels the world exploring new places and sharing her passion with new and old friends. Her passion for surfing is almost as big as it is for snowboarding and every year she has multiple film production adventures, combining the two. Her and Lena Stoffel's films "Way North" and "Way East" have played at all the major surf film festivals around the world.

“The feeling of freedom. Waking up in front of the

sea, drinking that first cup of coffee while

listening to the waves.”A

line is a professional snowboarder and

a passionate surfer, one whose soul

craves new experiences, travel and

adventure. It is no surprise then, that she

needs to be outdoors — in the mountains

or at the ocean — where she can meet

people with the same passion for sports,

nature and the environment. After their “Way North”

film project (shot in Norway), Aline and freeskier Lena

Stoffel looked to more distant horizons for their next

meaningful and unique film adventure. Fully equipped

with their splitboards and surfboards, they set off in

search of Japanese powder and perfect waves, with the

underlying goal of understanding and communicating

the reality of post-Fukushima life in Japan. The new

film project, the sequel to “Way North”, is titled “Way

East” and it took them on a several thousand kilometer

journey of surf, snow and camping around Hokkaido.

They produced the film themselves so, in Aline's words,

“there is a great sense of pride that comes along with

this project, as well as it being one of the best and most

inspiring adventures I have ever had”.

[ 85 ]

“Everything happens for a reason, good things fall apart, so better things can fall together!”

ALINEBOCK

SPORTSnowboard

YEAR OF BIRTH1982

FAMILYFather, mother

and sister and the

world of freeriding.

ACHIEVEMENTSFreeride World

Tour World

Champion 2010.

WHAT DO YOU DO WHEN YOU DON'T GO SNOWBOARDING?

I go surfing.

[ 86 ] [ 87 ]

PATHOS & PASSION/STORY/Aline Bock PATHOS & PASSION/EMPLOYEES/Larry Hewett

What do you work with at Thule?Sales management requires a

comprehensive understanding of

the company mission, the ability

to communicate and inspire,

a competitive spirit, a mentor

approach to supporting sales

agents and the capability to ride

airplanes, trains and automobiles

in pursuit of the sale.

Where are you from? Trinidad, California, USA.

What's your background? A boy scout, a surfer, a raft guide, a kayak

instructor, a mountain biker, a tele skier, a

backpacker. I am a Californian, a progressive

Pacific-facing non-conformist. A product

of the “back to the land” outgrowth of the

counter culture who found a place

in the outdoors. Challenging the

environment, testing your skills

and creating bonds with others is

what the outdoors means to me.

Bringing my passion into a tangible

profession has been a blessing.

What's your interests, hobbies and passions?Silent sports. “Into the water” in

any form. Kayaking (whitewater/

ocean), river rafting, surfing,

stand-up paddling, swimming,

skiing (x-country/alpine/

snowshoe), canyoneering, farming,

learning, music, reading, writing,

photography, family.

If you would recommend 5 cities to travel to for a weekend vacation, what would they be?British Columbia ferry trips up

the Alaska Marine Highway;

Escalante, Utah — fall canyoneering in

the finger canyons of the desert; Vail,

Colorado — post-New Year holiday skiing;

Baja, California — surfing the Pacific coast

and kayaking the Sea of Cortez; Cinque

Terre, Italy — kayaking and hiking on the

west coast of Italy.

What does it mean to you to work for Thule?Motivating. I like winning! I like having

fun! I am proud of this company, in awe

of the vision and honored to play a small

role. Being part of a global company and

meeting my colleagues from around the

world is humbling and I admire all the

smart, talented people committed to

our brand.

Larry HewettSALES DIRECTOR, US SPECIALTY ACCOUNT SALES

IN MY BAG:A KAYAK, A

SURFBOARD, ALL THE

ACCESSORIES, NO NEED OF A WETSUIT BECAUSE IT

WILL BE WARM, SKIS AND ALL THE

ACCESSORIES, GOOD BOOTS,

A THULE GUIDEPOST 85L, TENT, SLEEPING

BAG.

PERHAPS IT’S A VAN NOT A BAG?

Van life project

The passion for traveling has been with her since the

cradle. Her whole family has always loved to be outdoors,

searching out the next adventure. “Living in a van to me

is ultimate freedom," Aline explains, "living in the moment

and in the pursuit of something wild and new; to go where

you want without regret or restraint.” So. She took the

plunge and moved all her belongings into a storage unit,

and now she'll travel in her van for a few months, or at

least until the first big snowfall arrives in the alps. There

might be downtimes filled with loneliness or boredom,

but she hopes she will find purpose and joy in every little

obstacle on her journey. Sure she's a little nervous, but

she's massively excited more than anything else. First stop

— avoiding the crowds in Scandinavia!

Aline loves to travel the world and explore places she’s never been. She drives her van from surf spot to surf spot and makes sure she reaches the best places in the mountains to find fresh powder as soon as the winter season arrives.

[ 89 ]

Bring your board.Bring your board.Bring

[ 106 ] [ 107 ]

PATHOS & PASSION/THULE/Behind the scenes

BEHINDTHE SCENES

Behind each photo there's a story about the passion, dedication, love and hard work needed to deliver

the best shot possible.

Feeding your baby, climbing the toughest mountain to reach that epic light or walk hour after hour through the streets of Kathmandu. It's all about telling a story.

Apa Sherpa getting ready in front of the camera in the studio and Matt Elsasser relaxing during a photo shoot break.

[ 108 ] [ 109 ]

PATHOS & PASSION/THULE CREW/#

AT THULE WE are all about making it easier for people around the world to enjoy active lives. With a global manufacturing set-up, colleagues in sales offices all over the world, and products sold in more than 140 countries, we are constantly exposed to major events and trends across the earth. Sometimes the huge global challenges we face today, such as the pollution of our oceans or man-made and natural disasters affecting thousands of people, can create the feeling that the little we can do as individuals is too insignificant to make any real difference.

That feeling of not being able to make a difference needs to be pushed away with energy and determination, because we can all contribute! I am very proud to have been inspired by the mindset and approach taken by my colleagues and by our Thule Crew members, and by the ways they contribute, however big or small, to making our world better. I’m even more impressed that they do it while still enjoying life with family and friends.

They make their contributions not as a sacrifice, not as something they have to do, but because they enjoy building a better world and love when they can combine their passions. Doing beach clean ups before the daily surf, engaging in school activity programs, helping less fortunate children to enjoy biking, creating movies that show the importance of keeping our great outdoors clean: these are just some of the initiatives that Thule Crew members and Thule staff engage in.Celebrating our 75th anniversary this year, we have decided to gather this multitude of efforts under an

overall initiative called We Can All Contribute.This is an initiative started by two Swedish brothers,

Carl-Johan and Christian Brandt in 2010. The two brothers decided to combine their love of photography and travel with their desire for a better world. They have so far created two amazing photobooks “We Can All Contribute” and “Face the Reality”, with all the profits from

the book sales going to Medics Without Borders, an organization that Christian in his day-job as a brain surgeon had already dedicated part of his time to supporting. The Brandt brothers are, with the support of Thule and others, currently working on their third book.

THEIR APPROACH IS something we can all take to heart. By combining a genuine desire for a better world for our children with doing the things we love we can all contribute, whether through our own daily individual efforts or via bigger CSR initiatives.

I hope you will be inspired by learning more about how some of the people in the Thule family contribute to a better world, while enjoying life to the fullest!

Magnus WelanderCEO Thule Group

PATHOS & PASSION/THULE CREW/#

#

“We can all make a difference by doing something we have a passion for.”

"We Can All Contribute" is the first of two books that Christian and Carl-Johan Brandt have produced in support of Doctors Without Borders.

Brothers Christian and Carl-Johan Brandt — one is a neurosurgeon and the other an economist; both are freeskiers, models and passionate photographers. Here they are in meetings to produce their third photo book for Doctors Without Borders.

CELEBRATING OUR 75TH ANNIVERSARY WE AT THULE GROUP DECIDED TO FOCUS OUR CORPORATE SOCIAL RESPONSIBILITY EFFORTS UNDER

A COMMON BANNER, TOGETHER WITH OUR THULE CREW MEMBERS. CAPTURED WITH THE TAG-LINE WE CAN ALL CONTRIBUTE!

#wcac

We can allcontribute

Jenny Rissveds is not included in the photo.

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Bring your life.Bring your life.Bring y

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