TUMI launches its latest global campaign, “Unpack Tomorrow,” 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 footballer Richarlison de Andrade, actress and singer/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.
Richarlison de Andrade – Alpha Bravo
The first installment of “Unpack Tomorrow” stars Brazilian professional footballer Richarlison, who recently helped take his team to the 2022 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 colorways that stay true to the collection’s utilitarian roots and military-inspired heritage. Along with this installment, Son Heung-min will be featured sporting his favorite items from the collection through his own lens.
Reneé Rapp – Voyageur
The remaining “Unpack Tomorrow” videos will roll out through March and April, continuing to position TUMI at the forefront of the “nomadic” travel movement. In March, Sex Lives of College Girls and Mean Girls: The Musical actress Reneé Rapp’s videos will highlight the ways that the young star brings TUMI wherever her career takes her.
Reneé’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 reintroduce key styles in on-trend nylon materials.
Lando Norris – McLaren
The final installment 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 colorway. Lando’s campaign videos will follow the racing superstar 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 honor 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. More details to follow throughout the season.
