The brand's newest campaign, Made For Moments
That Make Us, takes viewers behind-the-scenes of the global
ambassador's journey with TUMI
NEW YORK, June 20, 2024 /PRNewswire/ -- Today,
international travel and lifestyle brand TUMI launches
a new campaign for its beloved Tegra-Lite® and Alpha Bravo collections starring Global
Ambassador and pro footballer, Son
Heung-Min. The campaign captures Son in his element at his
second home, the renowned Tottenham Hotspur Stadium, and reveals a
glimpse into his fast-paced life with TUMI by his side.
The campaign takes a more intimate, stylistic approach, captured
by docu-style filmmaker WARD and Korean photographer duo JI + DOH,
who bring a warmth and behind-the-scenes sensibility to TUMI's
latest campaign. "I was personally excited for this campaign to be
set in my home away from home," said pro footballer,
Son Heung-Min. "I always value that
TUMI is there for me and has my back, whatever journey I'm on."
In his three years as a TUMI Global Ambassador, Son has worked
day in and day out to make his dreams a reality – from competing in
the FIFA World Cup, to receiving the esteemed Golden Boot, to being named club Captain of the
Tottenham team and more, all the while, with TUMI alongside. The
new campaign sheds light on the discipline required to succeed,
with TUMI's trusted and sleek Tegra-Lite and Alpha Bravo collections as Son's steadfast
companions. Seen throughout the campaign, the collection products
are showcased in an elevated and authentic manner, captured behind
the scenes at the iconic stadium and throughout Son's journey
on the road. From his biggest wins to his moments of
relentless pursuit, TUMI is there to help him endure and to perform
at his highest level.
"Few may know that Son's signature 'camera' celebration pose is
symbolic of his desire to capture that moment and hold onto it. Our
latest campaign draws creative inspiration from that concept; we
are consistently alongside Son's fast-paced life, and TUMI is made
to carry those moments that make us," said Jill Krizelman, SVP, of Global Marketing &
eCommerce. "As two of TUMI's iconic collections, Tegra-Lite®
and Alpha Bravo represent the
brand's signature strength, functionality, and endurance. This
campaign brings these pillars to life, showing exactly how TUMI is
made for each step of the journey."
Each case in TUMI's Tegra-Lite® collection ($895 - $1,295 USD)
is made with Tegris® material, a durable yet lightweight material
used in lifesaving armor, race cars, and professional athletic
gear. The Tegra-Lite® shell is composed of consolidated
layers of material, making it a resilient choice for many miles to
come. The Alpha Bravo collection
($195 - $1,095
USD) features hyper-functional bags for a fast-paced life.
Each Alpha Bravo bag is made with
ballistic nylon, TUMI's signature fabric for over three decades.
The Tegra-Lite® and Alpha
Bravo are tried and true TUMI collections that encapsulate
the brand's DNA and elicit customer love time and time again.
Packed with function, designed with purpose, and built to
endure, TUMI is made for the moments that make us. Shop the
Tegra-Lite® and Alpha Bravo
collections at TUMI.com and TUMI stores worldwide.
About TUMI
Since 1975, TUMI has been creating
world-class business, travel, and performance luxury essentials,
designed to upgrade, uncomplicate, and beautify all aspects of life
on the move. Blending flawless functionality with a spirit of
ingenuity, we're committed to empowering journeys as a lifelong
partner to movers and makers in pursuit of their passions. For more
about TUMI, visit TUMI.com and follow on Instagram, TikTok,
Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. ©
2024 Tumi, Inc.
TUMI Media Contacts
Alexandra
Gillis
TUMI
alexandra.gillis@tumi.com
Hailey Hauldren
SHADOW
hhauldren@weareshadow.com
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