For its prestigious 19 Degree Aluminium collection, TUMI has unveiled its most audacious campaign to date, taking a giant leap forward by reimagining the meeting point of travel and high fashion. An creative and aesthetically stunning advertisement featuring the return of renowned football player and TUMI ambassador Son Heung-Min ushers in a new era of luxury travel.
Evolving the Art of Travel
Central to this campaign is the broadening of the 19 Degree Aluminum line, now encompassing a Backpack, Compact Carry-on, Briefcase, and Minaudiere. Each item is a testament to futuristic design and sophisticated textural nuances, reflecting the collection’s legendary aesthetic principles. Through the artistic vision of photographer Mia Barnes and the cinematic genius of director Dave Meyers, the campaign underscores TUMI’s relentless pursuit of forward-thinking and elegance.
Navigating Imaginative Realms
The cinematic element of the campaign is a storytelling marvel, placing Son Heung-Min and the 19 Degree Aluminum Backpack in the midst of surreal landscapes. These fantastical settings symbolize the collection’s distinctive attributes, immersing the audience in a visually arresting narrative that mirrors TUMI’s design ethos.
“TUMI is thrilled to unveil another disruptive 19 Degree campaign starring Son Heung-Min, one of our TUMI global ambassadors,” shared Jill Krizelman, TUMI’s Senior Vice President of Marketing and eCommerce. “With this campaign, we wanted to communicate the next evolution in backpacks featuring our latest expression of 19 Degree Aluminum, showcasing its cutting-edge design, innovative style, and our commitment to technical innovation. This creative strategy does exactly that, and continues to propel TUMI as a beacon of limitless evolution.”
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Fusing Innovation with Practicality
The 19 Degree Aluminum Backpack marks a novel addition to TUMI’s offerings, marrying a leather back panel with the collection’s characteristic contours. The Compact Carry-On adapts the 19 Degree DNA into a more compact form, ideal for the business traveller seeking streamlined luggage. The Minaudiere, a statement accessory, combines versatility and fashion-forward design in three hues and two removable shoulder straps. The Briefcase, with its iconic curvature and robust aluminum build, exemplifies TUMI’s commitment to design superiority.
Available for purchase at TUMI.com and TUMI stores worldwide, the 19 Degree Aluminum collection invites travellers to discover the apex of travel luxury and ingenuity.
In an era where travel meets fashion, TUMI’s latest campaign not only captures the imagination but also solidifies the brand’s leadership in the evolution of travel accessories. With Son Heung-Min leading the charge, TUMI beckons you to embark on a voyage where design, functionality, and innovation converge.
