Singapore, June 20, 2024 – TUMI, the renowned international travel and lifestyle brand, has launched an exciting new campaign for its iconic Tegra-Lite® and Alpha Bravo collections. This campaign features TUMI’s Global Ambassador, the celebrated professional footballer Son Heung-Min, in an intimate, behind-the-scenes portrayal of his dynamic life with TUMI by his side.
The campaign, titled “Made For Moments That Make Us,” offers a closer look at Son’s life at his second home, the Tottenham Hotspur Stadium. Captured by docu-style filmmaker WARD and Korean photographer duo JI + DOH, the campaign radiates warmth and authenticity, reflecting TUMI’s commitment to capturing the essence of its ambassador’s journey.
“I was personally excited for this campaign to be set in my home away from home,” shared 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 achieved remarkable milestones, from competing in the FIFA World Cup and winning the esteemed Golden Boot to being named club Captain of the Tottenham team. Throughout these triumphs, TUMI’s Tegra-Lite® and Alpha Bravo collections have been his trusted companions.
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The campaign highlights the discipline and resilience required to succeed at the highest levels of professional sports, showcasing TUMI’s products as integral to Son’s journey. The Tegra-Lite® collection, made with the durable yet lightweight Tegris® material, and the Alpha Bravo collection, crafted from TUMI’s signature ballistic nylon, embody the brand’s commitment to strength, functionality, and endurance.
“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.”
The new campaign is a testament to TUMI’s dedication to creating products that empower movers and makers in their pursuit of passion. Whether traveling for business or pleasure, TUMI’s Tegra-Lite® and Alpha Bravo collections are designed to endure and perform at the highest level.
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.sg 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
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