TUMI celebrates shared journey with consumers in anniversary campaign

International travel and lifestyle brand TUMI has unveiled its 50th anniversary campaign, "Made for You Since 1975”, celebrating its innovative design and functionality for half a century.

The brand campaign, captured by lifestyle photographer Christopher Anderson and directed by Nim Kyong Ran, explores the personal relationship between TUMI’s most loved items and the people who carry them.

The campaign acts as a window into its customers’ lives, spotlighting the versatile features of TUMI luggage and backpacks as dynamic scenes unfold around them. Captured in the beautiful destination of Lisbon, Portugal, the film follows a cast of diverse characters with equally diverse lifestyles carrying iconic TUMI collections, including Alpha, Voyageur and 19 Degree—timeless staples that have defined the brand for years.

The campaign comprises a film that features TUMI’s most iconic products, such as the Alpha International Dual Access Carry-On and the Voyageur Celina Backpack, embodying TUMI's signature blend of functionality, durability and sophisticated design.

“For our golden anniversary, we wanted to honour the core collections that have been the cornerstone of the TUMI brand—crafted with the intent of perfecting our customers’ journey,” said TUMI’s creative director Victor Sanz.

“This milestone celebrates the future while embracing what our customers have loved most about the brand for over 50 years: longevity, effortlessness, functionality and timeless beauty. Throughout the year, we will continue to evolve and innovate, shaping the future of travel and lifestyle design,” he added.

For five decades, TUMI has been crafting lifestyle and travel products designed to elevate journeys for travellers everywhere. Today, with over 300 retail stores in major cities and travel hubs worldwide, TUMI continues to expand its reach, delivering premium products to an ever-growing community of movers and makers.

“For 50 Years TUMI has been focused on our customers and delivering products that make a difference and enhance their travel experience,” said TUMI president Andrew Dawson. “Whether a day trip to the city or a flight around the world, we aim to perfect every journey. Our strength is our people; we are entrepreneurial and passionate about what we do. We are constantly working to innovate—from technical materials to functional details—always with our customers in mind. This milestone celebrates our accomplishments, but also sets the stage for the continued evolution of the brand for the next 50 years and beyond.”

TUMI will celebrate its 50th anniversary throughout the year with new products and campaigns featuring a cast of global ambassadors and friends of the brand.

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

Don't miss: TUMI captures Lando Norris' playful spirit in new campaign, refreshes HK stores

Back in October 2024, TUMI tapped McLaren Formula 1 driver Lando Norris to front a campaign featuring its latest men's collection Turin and its iconic collections, including Alpha X, 19 Degree Titanium and TUMI | McLaren.

The campaign highlighted Norris’ unapologetically playful spirit as he seamlessly balances the world of fast-paced sports with laidback luxury, all while keeping TUMI as his constant companion.

The Turin collection aimed to push the boundaries of performance luxury. Crafted from premium Italian leather with elevated metal accents, this collection is designed for the multifaceted man. From work to travel to play, Turin offers seven sleek styles—backpacks, briefcases, slings, totes, and more. Each piece, in a sophisticated black colourway, features TUMI’s new ‘T’ logo, blending luxury with innovative design.

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