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TUMI debuts documentary-style Fall 2022 campaign titled “Built for the Journey”

August 24, 2022

International travel and lifestyle brand TUMI will be launching its global campaign titled “Built for the Journey,” which chronicles the personal and professional journeys of four world-renowned sports and entertainment professionals aptly known as the TUMI Crew. 

Brought to life by esteemed film director Jessy Moussallem, who travelled across the globe to bring their unique stories to life, the campaign will include short films featuring professional footballer Son Heung-min, singer-songwriter Gracie Abrams, actor, recording artist Anthony Ramos and McLaren Formula One driver Lando Norris. Curated by their multifaceted passions and their drive to be on the move, the Crew showcases the 19 Degree Aluminium, TEGRA-LITE, and McLaren collections, respectively through each campaign chapter. 

The first campaign launches on August 23, 2022, and stars South Korean footballer Son Heung-min, whose journey is about perfecting his craft through repetition and demonstrating what it takes to achieve professional success. Throughout his travels, Heung-min relies on his TUMI 19 Degree Aluminium hardside cases to protect his prized possessions. 

The remaining three docu-campaigns will debut throughout September and October 2022. Gracie Abrams’ film, launching September 15, 2022, will highlight her first international tour and feature her journey to Paris with her durable and sustainable TEGRA-LITE luggage, built for her busy life on the road. This campaign was inspired by her song, “For Real This Time.” Anthony Ramos’ narrative, also launching September 15, 2022, will highlight his journey of self-discovery to Puerto Rico and the special connection he felt to the island and his heritage. He recorded a song inspired by his trip with TUMI, titled “Maleta” which means bag in Spanish.

The final instalment, launching October 13, 2022, will spotlight the newest TUMI | McLaren Carbon Fiber CFX collection with McLaren F1 driver Lando Norris, who will share his vision for the future. Captured outside London, his story complements the TUMI | McLaren collection, which is built on innovation, technology and design. 

Speaking about the campaign, Anthony Ramos stated:

Visiting Puerto Rico has been an experience that’s allowed me to explore my roots and connect to the place my family is from in a deeper way. TUMI’s TEGRA-LITE® made this trip more exceptional since I securely packed meaningful mementos from La isla to always remind me of the homeland.

Victor Sanz, Creative Director of TUMI, commented:

At TUMI, our goal is to ensure that each person can perform their very best when using our products — whether that’s travelling abroad on tour, going back home, or embarking on a new professional adventure.

We use specialised design techniques and innovative materials to create modern products that offer the best in travel, resiliency, sustainability and durability. Our products withstand the test of time.

Jill Krizelman, senior vice president of Global Marketing and eCommerce at TUMI, added:

This campaign celebrates the resiliency of the human spirit and embarking on new adventures which is core to TUMI’s DNA. TUMI is committed to perfecting the journey; it’s how we are built.

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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