With the activewear market increasingly marrying lifestyle and performance, premium brand Vuori has just signed a long-term global partnership with actor Tom Holland. The collaboration extends Vuori’s brand philosophy while deepening its connection with customers worldwide. The two sides will collaborate around shared values — performance, growth, and an authentic approach to life.
Vuori is kicking off the partnership with its 2026 spring campaign, Play It As It Lies. The campaign takes the form of a short film co-conceived and directed by Tom Holland’s brother, filmmaker-producer Harry Holland, alongside Harrison Boys. Filmed in Comporta, Portugal, the piece follows Tom Holland as he plays golf and quietly moves through the landscape, letting the journey unfold.
The film highlights the idea of moving forward on your own terms even when conditions are unpredictable. It emphasizes accepting the present — the weather, the course, the terrain — and pushing toward the next moment. That mindset is at the heart of the campaign’s philosophy: Play It As It Lies.
Vuori founder and CEO Jo Kudla praised Holland, saying Vuori chooses collaborators who share not just performance goals but an outlook on life. He described Tom Holland as someone who continually learns, grows, and stays true to the process. Kudla added that Vuori believes real growth comes from daily effort and challenges, and that Holland genuinely embodies and communicates those values.
Tom Holland has built a reputation for tackling physically demanding roles across stage and screen. With a strong focus on movement and wellness, he maintains disciplined training in dance, gymnastics, and parkour.
That proactive approach spills into his daily life and shows in his charitable work through his family’s foundation, The Brothers Trust. Lately, fashion and lifestyle brands have leaned toward long-term relationships with people whose everyday lives genuinely reflect a brand’s core values, rather than relying on celebrity alone.
Holland said he deeply connects with Vuori’s outlook and philosophy on life, and that working on the campaign with his brothers was personally meaningful. Beginning with the 2026 spring campaign, he will join Vuori over the coming years as a creative, strategic, and financial partner on a range of brand projects.
