Cover Son Heung-Min poses with a backpack from the Alpha Bravo collection (Photo: Courtesy of TUMI)
Son Heung-Min poses with a backpack from the Alpha Bravo collection (Photo: Courtesy of TUMI)
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Brand ambassador Son Heung-Min brings living dynamism to TUMI’s latest campaign featuring its Tegra-Lite® and Alpha Bravo collections
With the world now fully reopening its borders to intrepid travellers, renowned lifestyle brand TUMI presents a new way to pack your bags and see the sights through a new campaign featuring Korean football star Son Heung-Min, along with exceptional pieces from its Tegra-Lite® and Alpha Bravo collections.
Filmed by WARD, the filmmaker known for his documentary-style approach, and Korean photographers JI+DOH, TUMI’s fall 2024 campaign sees Son in his role as a dynamic, globe-trotting brand ambassador who finds the luggage appropriate for a lifestyle on the go.
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Above Son Heung-Min with the Tegra-Lite® luggage (Photo: Courtesy of TUMI)
Son Heung-Min with the Tegra-Lite® luggage (Photo: Courtesy of TUMI)
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Luggage for a life on the go
The campaign captures the FIFA Golden Boot awardee and Tottenham Hotspur club captain in various scenes from a highly active day, accented with some choice TUMI pieces. By doing so, TUMI’s energetic ambassador perfectly embodies the campaign’s theme Made For Moments That Make Us.
Son expressed his excitement for the campaign which sees him at his team’s eponymous stadium, and which he calls his “home away from home.”
“I always value that TUMI is there for me and has my back, whatever journey I’m on,” he says of the collections featured in the campaign.
Above Son Heung-Min with the Tegra-Lite® luggage (Photo: Courtesy of TUMI)
Son Heung-Min with the Tegra-Lite® luggage (Photo: Courtesy of TUMI)
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For her part, TUMI senior vice-president for global marketing and e-commerce Jill Krizelman says, “Few may know that Son’s signature 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.”
Stylishly functional
The Tegra-Lite® and Alpha Bravo collections represent TUMI’s signature strength, functionality, and endurance. These virtues are brought to life by the visually enchanting campaign which shows how TUMI is made for every step in every journey.
Combining technological innovation with exceptional style, the Tegra-Lite® collection uses TUMI’s proprietary Tegris® material which is reminiscent of the materials used for body armour, racecars, and professional athletic gear: incredibly durable yet lightweight, making it an excellent choice for those who are constantly on the move. The layered construction of each luggage shell makes each piece resilient enough for even the roughest terrain.
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On the other hand, the exceptionally functional Alpha Bravo collection is perfect for those constantly on the go. The materials that go into each bag in the collection were selected for style, durability, and portability—qualities that have bolstered TUMI’s sterling reputation over three decades.
Above The Alpha Bravo collection prides itself on stylish durability (Photo: Courtesy of TUMI)
Above Tegra-Lite® luggage (Photo: Courtesy of TUMI)
The Alpha Bravo collection prides itself on stylish durability (Photo: Courtesy of TUMI)
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The TUMI Bravo backpack, in particular, is rendered in a performance-engineered fabric that easily takes on the rough and tumble one encounters on the open road. Plus, the latest colour in the collection, oxblood, adds a hint of rugged elegance to any adventure.
Both the TUMI Tegra-Lite® and Alpha Bravo collections have been tested over time, and these now embody the brand’s DNA, drawing the admiration and patronage of customers time and again.
These purposeful options are the perfect luggage to have on hand for the moments that make us.
Find the Tegra-Lite® and Alpha Bravo collections at TUMI.com and TUMI stores worldwide.
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