Travel and Lifestyle brand TUMI launched its latest campaign
Today international travel and lifestyle brand TUMI has launched its latest global campaign, Unpack Tomorrow, which highlights the importance of reliable travel products in a world full of unknowns. Brought to life by the director Todd Toursothe campaign includes three short films featuring professional footballers throughout the season Richardson de AndradeActress and singer/songwriter Rene Rappand returning TUMI crew member and McLaren Formula 1 driver Lando Norris. Offering an up-close and personal look at each of their multi-faceted journeys, the series showcases the many ways TUMI’s latest offerings across the Alpha Bravo, Voyageur and McLaren collections are helping to make the lives of each of the global sports and entertainment stars more seamless.
“This season, we’ve been inspired by a new generation of consumers who are traveling more than ever before, for both business and pleasure,” said Victor Sanz, creative director of TUMI. “Our Spring 2023 collections have been designed with our consumers in mind, introducing pieces that offer durability, functionality and style wherever their travels take them.”
The first part of Unpack Tomorrow follows Brazilian professional footballer Richarlison, who recently helped guide his team to the quarter-finals of the 2022 World Cup. Documenting a day in the athlete’s life, the video shows how TUMI’s Alpha Bravo collection is engineered to endure whatever the day throws at you. TUMI will add seasonal novelties to its iconic Alpha Bravo collection with new colorways that stay true to the collection’s utilitarian roots and military-inspired heritage. Along with this edition, Son Heung-min is shown through his own lens with his favorite pieces from the collection. “In my second year as a TUMI partner, I can definitely attest that my bags are built to last,” said Son. “As an athlete, I never know what’s next, but I’m confident that my TUMI is ready for it is what tomorrow will bring.”
The remaining “Unpack Tomorrow” videos will be released in March and April and continue to position TUMI at the forefront of the “nomadic” travel movement. March, College Girls Sex Life And Mean Girls: The Musical Actress Reneé Rapp’s videos show how the young star takes TUMI wherever her career takes her. Reneé’s part of the campaign will include the relaunch of TUMI’s beloved Voyageur women’s collection, which incorporates recycled materials into its core designs. With a redesign focused on versatility and enhanced functionality, the brand will reintroduce key styles in on-trend nylon materials.
The final episode of Unpack Tomorrow will be released in April and will feature returning TUMI crew member and F1 driver Lando Norris alongside the third TUMI | McLaren collection, this time celebrating McLaren’s 60th anniversary, with the signature Papaya colourway. Lando’s campaign videos follow the racing superstar on his travels in a montage, showcasing a McLaren Artura and the way his TUMI bag’s performance matches his own. TUMI and McLaren’s celebratory collaboration to honor the elite motorsport and supercar brand’s special anniversary will continue to seamlessly integrate fashion, lifestyle and technology with their latest seasonal pieces.