TUMI debuts 'Unpack Tomorrow' campaign for Spring 2023

TUMI debuts “Unpack Tomorrow” campaign for Spring 2023

February 17, 2023

International travel and lifestyle brand TUMI has launched its latest global campaign titled “Unpack Tomorrow”, which is aimed at illustrating the importance of reliable travel products in a world that is full of unknowns.

Brought to life by director Todd Tourso, the campaign will include three short films throughout the season featuring professional footballers Richarlison and Son Heung-min, actress, singer and songwriter Reneé Rapp, and returning TUMI Crew member and McLaren Formula 1 driver Lando Norris.

Offering an up close and personal lens into each of their multifaceted journeys, the series will showcase the many ways TUMI’s latest offerings within the Alpha Bravo, Voyageur and McLaren collections help make the lives of each of the global sports and entertainment stars more seamless.

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

The first instalment of “Unpack Tomorrow” stars Richarlison, who recently helped Brazil reach the 2022 FIFA Men’s World Cup quarter-finals. The video will document a day in the athlete’s life, demonstrating the ways TUMI’s Alpha Bravo collection is built to endure whatever his day brings. TUMI will introduce seasonal newness to its iconic Alpha Bravo collection with new colourways that stay true to the collections utilitarian roots and military-inspired heritage.

Along with this instalment, Richarlison’s Tottenham Hotspur teammate Son Heung-min will also be featured sporting his favourite items from the collection through his own lens.

Victor Sanz, TUMI’s Creative Director, said:

This season, we were inspired by a new crop of consumers who are travelling more frequently than ever, both for business and for leisure. Our Spring 2023 collections were designed to specifically fit the needs of our consumer, introducing pieces that provide durability, functionality and style for wherever their journeys take them.

Son Heung-min said:

In my second year partnering with TUMI, I can definitely attest that my bags are built to last. Being an athlete, I never know what’s coming next, but I feel confident with my TUMI knowing that I’m ready for what tomorrow brings.

The remaining “Unpack Tomorrow” videos will roll out through March and April later this year, continuing to position TUMI at the forefront of the “nomadic” travel movement.

In March, The Sex Lives of College Girls and Mean Girls: The Musical star Reneé Rapp’s videos will highlight the ways that the young star brings TUMI wherever her career takes her. Rapp’s portion of the campaign will feature the relaunch of TUMI’s beloved women’s Voyageur collection, boasting recycled materials within its core designs. With a redesign that focuses on versatility and enhanced functionality, the brand will re-introduce key styles in on-trend nylon materials. 

The final instalment of “Unpack Tomorrow” will launch in April, featuring returning TUMI Crew member and F1 driver Lando Norris alongside the third TUMI | McLaren collection, this time celebrating McLaren’s 60th anniversary, featuring its signature Papaya colourway. Lando’s campaign videos will follow him in a montage on his travels, showcasing a McLaren Artura and the ways that his TUMI bag’s performance matches his own. TUMI and McLaren’s commemorative collaboration in honour of the elite motorsport and supercar brand’s special anniversary will continue to seamlessly integrate fashion, lifestyle and technology with its newest seasonal pieces.

Throughout the season, the brand is expected to host a number of global activations, showing the world how they can “Unpack Tomorrow” with TUMI.

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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