TUMI shares moments with Son Heung Min in new campaign

TUMI has unveiled its Fall 2024 campaign to explore the journey of Son Heung Min, TUMI's global ambassador, with the brand.

Also known as “Made for moments that make us”, the campaign takes a more intimate, stylistic approach, captured by docu-style filmmaker WARD and Korean photographer duo JI + DOH. Started from 20 June, it will run through July across paid media, out-of-home (OOH), press and organic social.

The campaign is captured at the Tottenham Hotspur stadium, which is also the Korean football star’s second home. It has revealed a glimpse into Son’s fast-paced life with TUMI by his side.

The campaign features Tegra-Lite and Alpha Bravo collections by showcasing its role of companion during Son’s journey such as competing in the FIFA World Cup, receiving the Golden Boot, and being named club Captain of the Tottenham team.

As the two iconic products 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, said a TUMI spokesperson. 

Seen throughout the campaign, the collection products are showcased in an elevated and authentic manner, aiming to present a message that TUMI is there to help him endure and perform at his highest level from his biggest wins to his moments of relentless pursuit.

According to the release, each case in TUMI’s Tegra-Lite collection is made with Tegris material, a durable yet lightweight material used in race cars and professional athletic gear. Meanwhile, the Alpha Bravo collection features hyper-functional bags for a fast-paced life.

Jill Krizelman, SVP of global marketing and eCommerce, said: “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.”

“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,” Krizelman added.

“I was personally excited for this campaign to be set in my home away from home. I always value that TUMI is there for me and has my back, whatever journey I’m on,” Son said.

Don’t miss: TUMI expands across APAC with refreshed store offerings

Back in May, TUMI expanded its retail footprint with the addition of new stores at key international airports across APAC.

The new store openings in South Korea and Thailand are the first of the brand's expansion across APAC, with launches at Indonesia's Soekarno-Hatta International Airport (Terminal 3), and India's Chhatrapati Shivaji Maharaj International Airport scheduled in the coming months.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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