The brand’s newest campaign, “Made For Moments That Make Us,” highlights the latest Tegra-Lite and Alpha Bravo collections, taking viewers behind-the-scenes during Son’s journey with TUMI.
Travel and lifestyle brand TUMI launches a new campaign for its Tegra-Lite and Alpha Bravo collections, featuring global ambassador and pro footballer Son Heung-Min. It captures Son in his element at his second home, the renowned Tottenham Hotspur Stadium, and reveals a glimpse into his fast-paced life with TUMI by his side.
The campaign also takes a more intimate approach, captured by docu-style filmmaker WARD and Korean photographer duo JI + DOH, who bring a warmth and behind-the-scenes sensibility to TUMI’s latest campaign.
“I was personally excited for this campaign to be set in my home away from home,” said Son. “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 worked hard to make his dreams a reality – from competing in the FIFA World Cup, to receiving the esteemed Golden Boot, to being named club captain of the Tottenham team. The new campaign also sheds some light on the discipline required to succeed, with TUMI’s sleek Tegra-Lite and Alpha Bravo collections.
“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 be part of those moments,” said Jill Krizelman, SVP, of Global Marketing & eCommerce. “As two of TUMI’s iconic collections, Tegra-Lite and Alpha Bravo represent the brand’s strength and functionality. This campaign brings these pillars to life, showing exactly how TUMI is made for each step of the journey.”
Each case in TUMI’s Tegra-Lite collection is made with Tegris material, a durable yet lightweight material used in lifesaving armor, race cars and professional athletic gear.
The Tegra-Lite shell is composed of consolidated layers of material, adding to its durability and resistance to wear and tear.
The Alpha Bravo collection features hyper-functional bags for a fast-paced life. Each Alpha Bravo bag is made with ballistic nylon, TUMI’s signature fabric. The Tegra-Lite and Alpha Bravo are tried and true TUMI collections that encapsulate the brand’s DNA.
Shop the Tegra-Lite and Alpha Bravo collections at TUMI.com and TUMI stores worldwide.
