TUMI Taps Son Heung-min, Lando Norris and More for Documentary-Style FW22 Campaign
“Built for the Journey” features four short films directed by Jessy Moussallem.
For Fall 2022, TUMI is launching a multi-faceted global campaign titled “Built for the Journey,” which will highlight the personal and professional stories of four trailblazing individuals, dubbed the TUMI Crew, through a series of short films. Helmed by film director Jessy Moussallem, the campaign features pro footballer Son Heung-min, McLaren Formula 1 driver Lando Norris, actor and recording artist Anthony Ramos and singer-songwriter Gracie Abrams, each of whom will show off the luxury luggage label’s newest 19 Degree Aluminum, TEGRA-LITE® and McLaren collections.
“At TUMI, our goal is to ensure that each person can perform their very best when using our products — whether that’s traveling abroad on tour, going back home, or embarking on a new professional adventure,” said Victor Sanz, Creative Director of TUMI, in a statement. “We use specialized design techniques and innovative materials to create modern products that offer the best in travel, resiliency, sustainability and durability. Our products withstand the test of time.”
The campaign launches today with the inaugural docu-campaign starring Heung-min, who details his penchant for perfectionism through repetition and determination (alongside the TUMI 19 Degree Aluminum hardside cases, of course). The following three film campaigns will debut throughout the next two months, with Abrams and Ramos’ cuts both launching on September 15 and Norris’ video arriving on October 13.
“This campaign celebrates the resiliency of the human spirit and embarking on new adventures which is core to TUMI’s DNA. TUMI is committed to perfecting the journey; it’s how we are built,” Jill Krizelman, senior vice president of Global Marketing and eCommerce at TUMI, added.
TUMI’s latest collections are now available to shop on the brand’s website and globally at TUMI stores. Watch Son Heung-min’s short film and take a look at the captivating “Built for the Journey” campaign visuals above.
In more fashion news, indulge in Supreme’s full Fall/Winter 2022 collection.
