Cover Adam Hershman, Tumi’s vice president of APAC and Middle East (Photo: Tumi)
Adam Hershman, Tumi’s vice president of APAC and Middle East (Photo: Tumi)
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The travel and lifestyle brand’s vice president of APAC and Middle East on his favourite piece from Tumi’s 19 Degree collection and how he packs it for his trips around the world
Tumi recently launched its Fall 2023 seasonal collection at Ilham Tower in Kuala Lumpur. It brings us on an immersive journey of the leading travel and lifestyle brand’s Hypercraft design approach, prioritising quality, innovation, and high performance in all its offerings. The season’s highlights include cutting-edge additions to Tumi’s 19 Degree, Alpha X, Tegra-Lite, and Georgica collections.
These new releases embody the philosophy of Tumi’s new campaign showcasing the true beauty that lies in the details and functionality of Tumi’s iconic products, “Essentially Beautiful”, starring Formula 1 driver Lando Norris, pro-footballer Son Heung-min and acclaimed singer-songwriter and actress Reneé Rapp.
Tatler also caught up with Tumi’s vice president of APAC and Middle East, Adam Hershman, who has been with the brand for the last decade. Based in Hong Kong and fluent in Mandarin, he travels around the region building the brand and overseeing operations and business management. Read our interview with the jet-setter below, where he shares his biggest travel tips.
Read more: Tumi's Adam Hershman on how luggage designs have evolved to meet demand
What are your biggest travel tips for those travelling to and around Asia?
- Plan in advance. When you pack, you need to know where you're going and what the weather's going to be like, especially when travelling around Asia because it's a big continent. You also need to know how you'll be spending your time, whether it's business meetings, formal events, or even going to the gym because you don't want to waste space in your luggage with clothes you don't need.
- Use packing cubes. Tumi’s packing cubes are an absolute must. When you open up my suitcase, I have a packing cube for everything: socks, shirts, trousers, undergarments and belts. I even have a trifold packing cube for jackets. You know exactly where you need to put everything, and it’s convenient if you need to add or subtract anything. It also looks very organised and elevated; I definitely won’t be embarrassed if I am asked to pop open my suitcase when I’m going through security at the airport.
- Have a suitcase with expansion. When it comes to extra space, you may not end up using it, but it is always good to have—especially if you, like me, enjoy bringing things back when you go on a trip.
Why do you think the “Essentially Beautiful” campaign has resonated with such a large audience?
Sonny (Son Heung-min, Tottenham Hotspur player and captain of the South Korean national team) is one of the most successful footballers to come from Asia. In the last year, he has had a lot of high-profile moments, winning the Premier League Golden Boot and playing in the 2022 FIFA World Cup. His appeal is global, and his values align perfectly with Tumi’s. He’s a high achiever, always perfecting his craft and looking to improve and elevate himself. It’s our second year working with Sonny, and I think our consumers understand the authenticity of Tumi’s partnership with Sonny and relate to the storytelling behind the “Essentially Beautiful” campaign.
See also: Son Heung-min makes an appearance in Singapore to celebrate the launch of Tumi
Adam Hershman, Idris Khan, Amelia Henderson, and Randy Wong
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Speaking of the TUMI crew, can you tell us a little more about Renee Rapp’s second campaign with Tumi, coming out on August 16, 2023?
I would say that Renee Rapp radiates sophistication and ease. The latest additions to our Georgica collection exude quiet luxury with elegant silhouettes and Tumi’s trademark functionality. In our last campaign with her, she showcased her unique personality and immense talent. She brings Tumi’s products to life in a very special way; that’s what I’m really excited about, and it’s what you’ll see in the new campaign.
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