TUMI has launched its latest campaign for the Fall 2024 Tegra-Lite and Alpha Bravo collections, featuring its Global Ambassador and professional footballer, Son Heung-Min. Captured at Tottenham Hotspur Stadium, the campaign offers a glimpse into Son’s fast-paced life, highlighting TUMI’s role as his steadfast companion.
The campaign takes an intimate and stylistic approach, with a documentary-style feel created by filmmaker WARD and Korean photographer duo JI + DOH. Their work brings a warm, behind-the-scenes sensibility to the visuals, showcasing Son in his element.
Son Heung-Min has been a TUMI Global Ambassador for three years, achieving numerous milestones including competing in the FIFA World Cup, receiving the Golden Boot, and being named captain of the Tottenham team. Throughout these achievements, TUMI has been by his side, underscoring the discipline and dedication required for his success.
The campaign highlights the durability and functionality of TUMI’s Tegra-Lite and Alpha Bravo collections. The Tegra-Lite collection, priced between S$1,650 and S$1,880, is crafted from Tegris material, known for its use in lifesaving armor, race cars, and professional athletic gear. This material provides a lightweight yet resilient option for travelers.
Meanwhile, the Alpha Bravo collection, ranging from S$360 to S$1,520, features hyper-functional bags made from ballistic nylon, a signature TUMI fabric for over three decades. These collections are showcased in an elevated and authentic manner throughout the campaign, reflecting Son’s journey on the road and his moments of relentless pursuit.
Each product in the campaign is designed with purpose and built to endure, reflecting TUMI’s commitment to quality and functionality. Customers can shop the Tegra-Lite and Alpha Bravo collections on the TUMI official website and in TUMI stores worldwide.
