TUMI, a leading international lifestyle and travel brand, has launched its latest global campaign, “Unpack Tomorrow,” to showcase the importance of reliable travel products in an uncertain world. The campaign features a series of short films that will debut throughout the season, highlighting the multifaceted journeys of global sports and entertainment stars, including Richarlison de Andrade, Reneé Rapp, Lando Norris, and Son Heung-Min.

Victor Sanz, TUMI’s Creative Director, stated that the Spring 2023 collection was designed to cater to a new generation of consumers who travel frequently, whether for business or leisure. The latest offerings in the Alpha Bravo, Voyageur, and McLaren collections were created to provide durability, functionality, and style wherever their travels take them.

The “Unpack Tomorrow” campaign’s first instalment features Brazilian professional footballer Richarlison, who recently led his team to the 2022 World Cup quarter-finals. The short film showcases a day in the life of the athlete, highlighting how TUMI’s Alpha Bravo collection endures whatever his day brings. The collection’s new colourways stay true to its utilitarian roots and military-inspired heritage. In addition, Son Heung-min, a returning TUMI ambassador, will showcase his favourite items from the Alpha Bravo collection.

In March, Reneé Rapp, known for her roles in Sex Lives of College Girls and Mean Girls: The Musical, will be featured in the campaign, highlighting the ways she incorporates TUMI into her career. Her portion of the campaign focuses on the relaunch of TUMI’s women’s Voyageur collection, which emphasizes versatility and enhanced functionality, utilizing recycled materials in its core designs.

The campaign’s final instalment, launching in April, features returning TUMI ambassador and F1 driver Lando Norris, showcasing the third TUMI | McLaren collection in honour of McLaren’s 60th anniversary. Lando’s videos will showcase a McLaren Artura and highlight how his TUMI bag’s performance matches his own.

As the season progresses, TUMI plans to host several global activations to show the world how to “Unpack Tomorrow” with TUMI. This campaign reinforces TUMI’s position as a leader in the “nomadic” travel movement, with its seasonal pieces seamlessly integrating fashion, lifestyle, and technology.

In conclusion, TUMI’s “Unpack Tomorrow” campaign exemplifies the brand’s commitment to creating reliable travel products for a new generation of consumers. The campaign highlights the importance of durability, functionality, and style in uncertain times and reinforces TUMI’s position as a global leader in the travel industry.

Written by: Anne Keam

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