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Nobis Announces New Global Brand Ambassador Simu Liu

In celebration of its 15-year anniversary, Canadian luxury outerwear brand Nobis has announced its Global Brand Ambassadorship with Marvel Studios new breakthrough superhero and Canadian actor, Simu Liu known for his role in Shang Chi and The Legend of the Ten Rings. This new partnership between Simu Liu and Nobis represents the pursuit of excellence, discovering your own opportunities and unapologetically pursuing your passions, an ethos that Nobis continues to live by, through innovation, performance, and impeccable style.

Simu Liu has continually placed a strong importance on supporting Asian creators and entrepreneurs throughout his career. As an actor Simu has sought out roles in film and television that frequently challenge the status quo. The vision for this partnership was to apply that same fresh perspective of challenging conventions and celebrating them on a global stage. Nobis’ culture aligns effortlessly with Simu’s vision to lead with excellence, passion, and inclusivity - a priority commitment that has been present for founders, Kevin Au-Yeung and Robin Yates for the brand’s past 15 years of business.

"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", say Nobis’ Founders Kevin Au-Yeung and Robin Yates. “His determination for diversification and influential strength is inspiring and embodies the Nobis ethos authentically and naturally for this incredibly special milestone.”

Inspired by providing consumers with confidence to express themselves, Simu and Nobis created a series of vignettes throughout this new campaign that correspond with different elements of Simu’s personal journey and professional career. These important components of his life including music, sports and writing signify 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, ”says Simu Liu. “I truly stand behind Nobis and the notion of defying society's parameters through fashion.” 

This announcement of introducing Simu Liu as a Global Ambassador comes with the introduction of a new collection meant to push boundaries, evoke a sense of purpose through timeless and functional silhouettes, and incorporate a modern twist that channels Simu’s authentic style.


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