Son Heung-min's Pick: Tumi '19 Degree Aluminum Collection'

Luxury brand Tumi introduces the new ‘Essentially Beautiful’ campaign with global ambassador and professional soccer player Son Heung-min.

This campaign, the most bold and visually striking to date, highlights a variety of styles including new backpacks, compact carry-ons, briefcases, and minaudières using futuristic surfaces and edgy textured materials alongside the iconic look of Tumi's 19 Degree Aluminum Collection, focusing on expanding the 19 Degree Aluminum Collection.

The campaign video features global ambassador Son Heung-min and the 19 Degree Aluminum backpack in an abstract space leading to various worlds, guiding to a fascinating abstract world through attractive visuals and modern textured materials, reminding of Tumi’s iconic 19 Degree Aluminum Collection with Son Heung-min. It showcases Tumi’s ‘Essentially Beautiful’ essence, presenting how their world continually evolves with every collaboration through the combination of innovative visuals and abstract backgrounds.

The 19 Degree Aluminum backpack, showcased for the first time through the campaign, features a design adding a leather back panel to the signature silhouette of the 19 Degree Aluminum for the first time. The compact carry-on is an ideal product for business travelers needing smaller luggage, designed similarly to Tumi’s signature 19 Degree DNA but in a smaller form. The minaudière, available in three colors with two detachable shoulder straps, is a fashion-forward item suitable for daily use as well as special occasions. The 19 Degree Aluminum briefcase, capturing attention from all angles, features the collection's iconic curves and the durability of aluminum, showcasing a sophisticated mood.

Jill Krizelman, Senior Vice President of Marketing and E-commerce at Tumi, stated, “We are thrilled to conduct this campaign with Son Heung-min, one of Tumi's global ambassadors.” She added, “Through this campaign, we unveil the 19 Degree Aluminum backpack, embodying Tumi's cutting-edge design, innovative style, and commitment to technological innovation, and we aim to continue capturing Tumi's endless evolution and stature.”

Tumi plans to roll out various activities to celebrate the new campaign, and the new 19 Degree Aluminum Collection is available for purchase at Tumi's official online store and Tumi department stores nationwide.