TUMI banks on sports and entertainment stars to promote global campaign

TUMI has unveiled a global campaign to illustrate the importance of reliable travel products in a world that is full of unknowns, featuring footballer Richarlison de Andrade, actress Reneé Rapp and Formula 1 driver Lando Norris.

Also known as "Unpack Tommorow", the campaign will include three short films throughout the season which are directed by Todd Tourso. The first campaign video stars Andrade , who recently helped take his team to the 2022 World Cup quarter finals. It documented a day in the athlete’s life, demonstrating the ways TUMI’s collection is built to endure whatever his day brings. In the video, TUMI introduced seasonal newness to its Alpha Bravo collection with new colourways that stay true to the collections utilitarian roots and military-inspired heritage.

“This season, we were inspired by a new crop of consumers who are traveling more frequently than ever, both for business and for leisure. Our Spring 2023 collections were designed to specifically fit the needs of our consumer, introducing pieces that provide durability, functionality and style for wherever their journeys take them,” said Victor Sanz, TUMI’s creative director.

Furthermore, South Korean football player Son Heung-min will be featured sporting his favourite items from the collection through his own lens. “In my second year partnering with TUMI, I can definitely attest that my bags are built to last. Being an athlete, I never know what’s coming next, but I feel confident with my TUMI knowing that I’m ready for what tomorrow brings,” said Son.

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The remaining campaign videos will be rolled out through March and April, continuing to position TUMI at the forefront of the “nomadic” travel movement. In March, Reneé Rapp’s videos will highlight the ways that she brings TUMI wherever her career takes her, featuring the relaunch of TUMI’s women’s Voyageur collection which boast recycled materials within its core designs. 

The final installment of the campaign will be launched in April, featuring the returning TUMI crew member and Lando Norris alongside the third TUMI and McLaren collection, celebrating McLaren’s 60th anniversary. Lando’s campaign videos will follow the racing superstar in a montage on his travels, showcasing a McLaren Artura and the ways that his TUMI bag’s performance matches his own. 

MARKETING-INTERACTIVE has reached out to TUMI for further information.

Back in October last year, TUMI and its partner McLaren took their collection one step further creating pieces that reflect their shared value of luxury, high-performance design. The styles were also featured in TUMI’s Fall 2022 “Built for the Journey” campaign film.

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