Stars Take the Stage As TUMI Debuts the ‘Unpack Tomorrow’ Campaign for Spring 2023 | Lifestyle.INQ

OCTOBER 27, 2022

Richarlison de Andrade

Inspired by the importance of reliable travel products in a world that is full of unknowns, TUMI just launched its latest global campaign, ‘Unpack Tomorrow’. Brought to life by director Todd Tourso, the campaign will be marked by three short films featuring; professional footballer Richarlison de Andrade, actress and singer/songwriter Reneé Rapp, and returning TUMI Crew member and McLaren Formula 1 driver Lando Norris. Offering an up-close view into each of their multifaceted journeys, the series will showcase the many ways TUMI’s latest offerings within the Alpha Bravo, Voyageur, and McLaren collections impact the lives of these global icons.

“This season, we were inspired by a new crop of customers who are traveling more frequently than ever, both for business and for leisure,” said Victor Sanz, TUMI’s Creative Director. “Our Spring 2023 collections were designed to specifically fit the needs of our customer, introducing pieces that provide durability, functionality, and style for wherever their journeys take them.”

Richarlison de Andrade
Richarlison de Andrade with TUMI’s Alpha Bravo collection

The first installment of ‘Unpack Tomorrow’ stars Brazilian professional footballer Richarlison, who recently helped take his team to the 2022 World Cup quarter-finals. The video documents a day in the athlete’s life, demonstrating the ways TUMI’s Alpha Bravo collection is built to endure whatever his day brings. TUMI introduces seasonal additions to its iconic Alpha Bravo collection with new colorways that stay true to the collection’s utilitarian roots and military-inspired heritage. 

Along with this installment, Son Heung-min will be featured sporting his favorite items from the collection through his own lens. “In my second year partnering with TUMI, I can definitely attest that my bags are built to last,” said Son. “Being an athlete, I never know what’s coming next, but I feel confident with my TUMI knowing that I’m ready for what tomorrow brings.”

Reneé Rapp
Reneé Rapp stands alongside the relaunching of TUMI’s women’s Voyageur collection

Sex Lives of College Girls and Mean Girls: The Musical actress Reneé Rapp’s video highlights the ways that the young star brings TUMI wherever her career takes her. Reneé’s portion of the campaign will feature the relaunch of TUMI’s beloved women’s Voyageur collection, boasting recycled materials within its core designs. With a redesign that focuses on versatility and enhanced functionality, the brand will reintroduce key styles in on-trend nylon materials. 

Lando Norris
Lando Norris and the third TUMI | McLaren collection

The final installment of the campaign will launch in April, featuring returning TUMI Crew member and F1 driver Lando Norris alongside the third TUMI | McLaren collection, this time celebrating McLaren’s 60th anniversary. Lando’s campaign videos will follow the racing superstar in a montage on his travels, showcasing a McLaren Artura and the ways that his TUMI bag’s performance matches his own. TUMI and McLaren’s commemorative collaboration will continue to seamlessly integrate fashion, lifestyle, and technology with its newest seasonal pieces.

Throughout the season, the brand is expected to host a number of global activations, showing the world how they can “Unpack Tomorrow” with TUMI—more details to follow throughout the season. 

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Images courtesy of TUMI