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Simu Liu announced as Global Brand Ambassador for Nobis

Tom Shearsmith
18 October 2021

In celebration of its 15th 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, 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.

Nobis’ culture aligns with Simu’s vision to lead with excellence, passion, and inclusivity - a priority commitment that has been present for founders, Kevin Au-Yeung & Robin Yates for the brand’s past 15 years of business.

Inspired by providing consumers with confidence to express themselves, Simu and Nobis have 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.

The announcement 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.

Nobis // Simu Liu

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

Simu Liu, added: “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. I truly stand behind Nobis and the notion of defying society's parameters through fashion.”

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