TUMI, an international travel and lifestyle brand, has launched a new campaign for its revered Tegra-Lite® and Alpha Bravo collections. The campaign features Son Heung-Min, a professional footballer and the brand’s Global Ambassador. The campaign depicts Son in his natural element, at his second home, the renowned Tottenham Hotspur Stadium, and provides a glimpse into his fast-paced life with TUMI by his side.
Son Heung-Min with his Alpha Bravo backpack.
The latest TUMI campaign is characterised by a more intimate, stylistic approach, which is documented by Korean photographer duo JI + DOH and docu-style filmmaker WARD. These creative visionaries contribute a warmth and behind-the-scenes sensibility to the project.
Son Heung-Min expressed his enthusiasm for the campaign’s location in his home away from home. The well-known footballer also expressed his gratitude for the support and assistance provided by TUMI, regardless of the path he is currently pursuing.
Son, the TUMI Global Ambassador
Son has dedicated himself to the realisation of his aspirations during his three-year tenure as a TUMI Global Ambassador. He has achieved a variety of milestones, including the FIFA World Cup, the Golden Boot, and the title of Tottenham’s club captain. Throughout this time, TUMI has been by his side.
The new campaign illuminates the discipline necessary for success, with TUMI’s dependable and elegant Tegra-Lite and Alpha Bravo collections serving as Son’s constant companions. The collection products are presented in an authentic and elevated manner throughout the campaign, as they are documented behind the scenes at the iconic stadium and throughout Son’s journey on the road. TUMI is present to assist him in enduring and performing at his best, from his most significant victories to his most relentless pursuits.
Few may know that Son’s signature ‘camera’ celebration pose is symbolic of his desire to capture that moment and hold onto it. That idea serves as the conceptual basis for the most recent TUMI advertising campaign; the company is always observing Son’s hectic life, and TUMI is designed to capture the authentic moments that make it all happen.
On his way to Tottenham Hotspur Stadium.
Tegra-Lite® and Alpha Bravo, two of TUMI’s most recognizable lines, exemplify the robustness, practicality, and sturdiness that define the brand. These pillars are brought to life in this campaign, showcasing how TUMI is designed for every step of the journey.
Designed for a Life on the Go
A lightweight yet robust material used in lifesaving armor, race vehicles, and professional athletic gear, Tegris® is the basis of every case in TUMI’s Tegra-Lite® series (S$1,650 – S$1,880). Consolidated layers of material make up the Tegra-Lite® shell, making it a durable option that will last for kilometers. Designed for the modern, fast-paced woman, the Alpha Bravo series offers hyper-functional bags priced between S$360 and S$1,520. Ballistic nylon, the trademark fabric of TUMI for more than 30 years, is used to construct each Alpha Bravo bag. Classic TUMI lines like the Tegra-Lite® and Alpha Bravo capture the essence of the brand and continue to win over customers.
Created for the moments that shape us, TUMI is practical, purposeful, and long-lasting. Visit TUMI.sg or any of their stores globally to shop the Alpha Bravo and Tegra-Lite® collections.
