A Soccer Star’s Journey
To present its Fall 2022 collection, TUMI released a documentary-style global campaign dubbed “Built for the Journey” and appointed Tottenham Spurs forward Song Heung-min as the face of the campaign. TUMI’s senior vice president of global marketing and e-commerce, Jill Krizelman, stated that the campaign serves as a celebration of new adventures and the resiliency of the human spirit, which aligns with the brand’s DNA. Directed by Jessy Moussallem, the campaign narrates Song’s journey as a soccer player and the way he perfects his skills through repetition. Through this docu-campaign, Song also shares the recipe to his success while showcasing several highlights of the collection, including the 19 Degree Aluminum International Carry-On, the Harrison Gregory sling bag and the Alpha Bravo Navigation backpack.
