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International travel, lifestyle and accessories brand TUMI has tapped Chinese actor Wei Daxun as its new Asia-Pacific brand ambassador, following the opening of TUMI’s new Shanghai flagship store earlier this month, both serving as key milestones in the brand’s continued global expansion and commitment to the global traveller.
With 29 million followers on Weibo, Wei Daxun has captivated audiences across Asia with his versatility, charisma, and sincerity. From film and television to music and philanthropy, his multifaceted career has earned him both critical acclaim and the lasting admiration of fans.
Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei naturally embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion.
Wei makes his official campaign debut in the third and final chapter of TUMI’s 19 Degree Lite “Uncompromisingly light” campaign, which celebrates innovation, modern design, and the freedom of movement through the lens of those who live life constantly in motion.
Directed by David Pun and shot by renowned photographer GK (国琨), the campaign captures the quiet intensity of Wei’s lifestyle as he moves fluidly between cities, sets, and fleeting moments. Along the way, he’s equipped with travel companions that match his rhythm: the ultra-lightweight 19 Degree Lite and the dependable Alpha Bravo collection.
The story highlights how 19 Degree Lite keeps pace with him—adapting seamlessly and supporting every leg of the journey—while the Alpha Bravo Navigation Backpack offers the reliability and functionality he needs as someone who is always on the move. For Wei, home isn’t a place — it’s a feeling. And in the consistency of what he carries, he finds the space to move with confidence and ease, no matter where he’s headed.
"Wei brings an energy and authenticity that seamlessly aligns with TUMI’s values,” says TUMI's creative director Victor Sanz. “He is a true reflection of the modern global traveler: intentional, dynamic, and always in motion."
"It's an honour to join the TUMI family," said Wei. "I've long admired the brand's dedication to timeless quality and purpose. Their collections are designed for real life, and they move with me wherever I go, whatever I do."
The brand adds Wei to its ambassador roster alongside beloved McLaren Formula 1 Team Driver Lando Norris, LPGA Tour Professional Golfer Nelly Korda and PGA Tour Professional Golfer Ludvig Åberg. Through precision-led design, global storytelling and acclaimed talent, TUMI continues to distinguish itself as a leader in the luxury travel and lifestyle space.
MARKETING-INTERACTIVE has reached out to TUMI for more information.
Don't miss: TUMI celebrates shared journey with consumers in anniversary campaign
Back in February, TUMI unveiled its 50th anniversary campaign, "Made for You Since 1975”, celebrating its innovative design and functionality for half a century. The brand campaign, captured by lifestyle photographer Christopher Anderson and directed by Nim Kyong Ran, explores the personal relationship between TUMI’s most loved items and the people who carry them.
The campaign acts as a window into its customers’ lives, spotlighting the versatile features of TUMI luggage and backpacks as dynamic scenes unfold around them. Captured in the beautiful destination of Lisbon, Portugal, the film follows a cast of diverse characters with equally diverse lifestyles carrying iconic TUMI collections, including Alpha, Voyageur and 19 Degree—timeless staples that have defined the brand for years.
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