Nobis announces new global brand ambassador Simu Liu

By

Jennifer Braun

Published
Oct 14, 2021

Canadian luxury outerwear brand Nobis announced on Wednesday 'Marvel Studios' new breakthrough superhero and Canadian actor, Simu Liu, as its newest brand ambassador. 

The partnership comes as the brand celebrates its 15-year anniversary and aims to challenge conventions and celebrate them on a global stage. It coincides with a new collection meant to push boundaries, evoke a sense of purpose through timeless and functional silhouettes, and incorporate a modern twist that channels Liu's authentic style.   

Nobis said it wanted to team up with the actor as he shares their vision to lead with excellence, passion, and inclusivity, which has been a priority commitment to its brand founders, Kevin Au-Yeung & Robin Yates since inception.

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Liu has continually placed a strong importance on supporting Asian creators and entrepreneurs throughout his career and challenging the status quo in film and television roles.

"Over the last 15 years, Nobis has pushed the boundaries of excellence with it's innovative approach to highly adaptable, fashion forward performance apparel, as such we are extremely honoured to be partnering with a beacon of excellence, change and diversity Simu Liu" said Au-Yeung and Yates. 

"His determination for diversification and influential strength is inspiring and embodies the Nobis ethos authentically and naturally for this incredibly special milestone.”

The campaign includes a series of vignettes that showcase Liu's personal journey and professional career. The important components of his life including music, sports and writing were created to represent the obstacles he has overcome throughout his life based on preconceived misconceptions due to his ethnicity.

"To me, this new adventure with Nobis is personal - it has provided me with the chance to help continue to pave the way for those who are denied opportunity based on their ethnicity, in ways that bring their voices and stories to the forefront," Liu added. 

"I truly stand behind Nobis and the notion of defying society's parameters through fashion."