TUMI redefines performance luxury positioning with new campaign

Global travel and lifestyle brand TUMI has unveiled its Fall 2023 campaign “Essentially Beautiful”, that rides on the latest "quiet luxury" trend, showcasing the true beauty that lies in the details of TUMI’s products.

Available from 12 July, the two-part campaign features returning TUMI crew members in short videos including Formula 1 driver Lando Norris, pro-footballer Son Heung Min and singer-songwriter and actress Reneé Rapp. The campaign will launch TUMI’s new women’s Georgica collection, in addition to introducing seasonal newness within the brand’s iconic TUMI 19 Degree collections.

Through the new campaign, TUMI wishes to embrace the mindset of Hypercraft, digging beneath the surface and showcasing the true beauty that lies in the details of its products. TUMI looks to redefine the brand's performance luxury positioning, and what it truly means to be timeless and sophisticated by bringing together an appreciation for nature and natural materials as well as the brand’s own culture, codes, and DNA.

The first installment of “Essentially Beautiful” starring Norris and Heung Min focuses on the ways that precise engineering takes consumers to new heights, highlighting the seemingly small details that lead to outstanding performance. The campaign videos showcase Heung Min and Norris in motion alongside carry-ons from the TUMI 19 Degree Aluminum collection, bringing attention to the effortlessness with which TUMI’s expertly designed luggage moves.

In the campaign stills, wheeled briefs, carry-ons and extended trip packing cases from the TUMI 19 Degree collection are displayed with their shells made from post-industrial recycled polycarbonate and lining made from post consumer  recycled plastic bottles (rPET).

Debuting on 16 August, the second installment of “Effortlessly Beautiful” will feature Rapp in short video vignettes that bring the juxtaposition of TUMI’s new Georgica collection to life. The Georgica collection offers minimalist styles that bring ease to TUMI’s women’s assortment.

Commenting on the campaign, Victor Sanz, TUMI’s creative director, said: “At TUMI we find beauty in elements that aren’t typically thought of as beautiful, from the smooth glide of the wheels to the resilience of 19 Degree’s aluminum. Through the ‘Essentially Beautiful’ campaign we see these moments shine through in a way that is effortless and technical while remaining beautiful at the same time.”

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

Don't miss: TUMI banks on sports and entertainment stars to promote global campaign

Back in February, TUMI unveiled a global campaign to illustrate the importance of reliable travel products in a world that was full of unknowns, featuring footballer Richarlison de Andrade, actress Reneé Rapp and F1 driver Lando Norris.

Also known as "Unpack Tommorow", the campaign included three short films throughout the season which were directed by Todd Tourso. The first campaign video stars Andrade, who n helped take his Brazil national team to the 2022 World Cup quarter finals.

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