Tumi Launches ‘Unpack Tomorrow’ Campaign for Today’s Nomadic Travelers
Singer and songwriter Reneé Rapp for Tumi. Photo: Tumi
By THÉRÈSE MARGOLIS
The New Jersey-based luxury luggage and bags brand Tumi launched its new spring/summer collection in Mexico on Wednesday, May 3, along with a nifty new worldwide campaign aimed at showing how practical the line is in today’s who-knows-what’s-next world for do-it-tomorrow millennials and Gen Z-ers.
The new collection, which is now available in Tumi stores and Tumi points of sales in Palacio de Hierro department stores, includes a variety of iconic fresh styles, with discreet gray, black and bright red tones for men and subtle lavender and lilac tones for women.
All of the items are made with sturdy, sustainable, recycled nylon, helping the company to lower its global carbon-emissions print with an Earth-friendly perspective.
The new campaign for the season focuses on the easy-to-use, superlight, go-anywhere Tumi designs, each of which are showcased by one of the world’s leading sports and entertainment stars.
In a series of three videos directed by Todd Tourso, the campaign features professional soccer player Richarlison de Andrade, actress and singer/songwriter Reneé Rapp and Tumi team member and McLaren Formula 1 driver Lando Norris.
Offering an up-close and personal lens on each of their multifaceted journeys, the series showcases Tumi’s newest additions to the Alpha Bravo, Voyageur and McLaren collections as they help make the lives of each of the world’s leading sports and entertainment stars easier.
“This season, we are inspired by a new generation of consumers who are traveling more often than ever, both for business and pleasure,” said Tumi creative director Víctor Sanz.
“Our spring 2023 collections were designed to specifically fit the needs of our consumers, introducing pieces that provide durability, function and style for wherever their travels take them.”
The remaining “Unpack Tomorrow” videos will be released throughout the summer, continuing to position Tumi at the forefront of the nomadic travel movement.
Throughout the season, the brand is also expected to host a series of global activations.
Founded in 1975, Tumi is a creating world-class luxury luggage and travel accessory company sold in more than 75 countries with approximately 2,000 points of sale.