TUMI’s latest campaign features Son Heung-Min with Tegra-Lite® and Alpha Bravo collections
"Made For Moments That Make Us" provides an intimate glimpse into Son Heung-Min's journey with TUMI.
Featuring TUMI’s global ambassador and professional footballer Son Heung-Min, the brand has launched a new campaign for the iconic Tegra-Lite® and Alpha Bravo collections.
Throughout his three years as a TUMI Global Ambassador, Son has tirelessly worked to make his dreams a reality. From competing in the FIFA World Cup and winning the prestigious Golden Boot to being named captain of the Tottenham team, TUMI has been by his side every step of the way.
The campaign, shot at the renowned Tottenham Hotspur Stadium, provides a glimpse into Son's dynamic life as a brand ambassador. This intimate and stylistic portrayal was captured by docu-style filmmaker WARD and the talented Korean photographer duo JI+DOH, highlighting the essence of his journey with TUMI.
Throughout the campaign, the collections are presented in an elevated and authentic manner, highlighted behind the scenes at the iconic stadium and during Son's travels. Whether celebrating his biggest victories or navigating his relentless pursuit, TUMI supports him, ensuring he endures and performs at his peak.
“Few may know that Son’s signature ‘camera’ celebration pose is symbolic of his desire to capture that moment and hold onto it. Our latest campaign draws creative inspiration from that concept; we are consistently alongside Son's fast-paced life, and TUMI is made to carry those moments that make us."
“As two of TUMI’s iconic collections, Tegra-Lite® and Alpha Bravo represent the brand's signature strength, functionality, and endurance. This campaign brings these pillars to life, showing exactly how TUMI is made for each step of the journey.”
- said Jill Krizelman, SVP, of Global Marketing & eCommerce.
Visit tumi.my to find out more.
