TUMI features Korean footballer Son Heung-min in latest promo

Travel and lifestyle brand TUMI has featured South Korean footballer Son Heung-min in the latest campaign that will include other celebrities in the latter phases.

In the campaign, Son carries some of the brand's products, including the Liaison Tote, Logistics Backpack, Navigation Backpack, Platoon Sling and the Mason Duffel. The "Life in Forward Motion" campaign showcases key pieces from the new Alpha Bravo collection. Focused on modularity, sustainability, and durability, the collection comprises over two dozen entirely new styles including backpacks, slings, chest packs, briefs, duffels and crossbodies.

In the campaign video, Son asked what makes a great footballer. He then narrated, "A great footballer needs to be someone to look up to, inspiring others to take the first step and remembering where I started."

Speaking of the partnership, Son said, "I've been a fan of TUMI for years, so I am excited to join the TUMI Crew as a brand ambassador. Being a professional footballer, travelling is naturally a big part of my life. It means I need versatile and reliable bags when I’m off the field and TUMI delivers, especially the Alpha Bravo collection which was made for non-stop lives like mine.”

Son is an integral part of the Tottenham Hotspur Football Club and is the South Korean national football team captain. In 2019, Son became the highest-scoring Asian player in the Champion’s League, following this by becoming the first Asian player to score more than 50 goals in the Premier League in 2020.

In addition to Son, the campaign featured F1 Driver and Gamer Lando Norris who debuted on 11 January, featuring TUMI's Navigation Backpack, Mason Duffel, and the Classified Waist Pack. Norris joined Formula 1 as the youngest-ever British Formula 1 driver at the age of 19 and is now with multiple podiums, fastest laps and a pole position under his belt.

In February, TUMI will feature Grammy-winning and Golden Globe and Emmy-nominated actor, performer and musician Anthony Ramos, who will feature the seasonal Recruit Chest Pack, the Ally Backpack, and the Transport Pack. After Ramos, TUMI will collaborate with singer-songwriter Gracie Abrams, who will feature the Platoon Sling, the Junior Crossbody, and the Search Backpack.

To reach out to customers, TUMI said experiential pop-ups will be launched around the world. It will debut the experience at the Dubai Mall in the UAE from 8 February to 14 February 2022.

Related articles
Q&A: TUMI's Adam Hershman on the success of the TUMI Virtual Store
TUMI launches new esports collection for gamers
TUMI launches virtual store in response to changing customer habits