Tumi campaign turns to movie world

Travel, business and lifestyle accessories brand Tumi is using two actors and a filmmaker for its new seasonal campaign, which includes the launch of its updated Alpha Bravo collection with new styles and colours.

The global influencers in the new Tumi campaign are actors Ethan Juan and Daniel Henney (pictured above), and filmmaker Ali Mostafa.

Actor/model Juan was named best actor at the 47th Golden Horse Awards for his role in Monga (2010). A former competitive swimmer and runway model, he majored in tourism in university.

Ethan Juan with his TUMI Alpha Bravo Nellis Backpack in Green Camo(3)

Korean-American actor Daniel Henney starred on the Korean TV series My Lovely Sam Soon and Spring Waltz before his roles in X-Men Origins: Wolverine (2009) and Big Hero 6 (2014). As a model, he has appeared on the runways of Milan, Paris, London, New York and Hong Kong. He currently stars on the American TV drama series Criminal Minds.

From the UAE, filmmaker/producer Ali Mostafa was a pioneer of the Emirati film industry, gaining recognition for his UAE box-office hit City of Life. His latest feature, The Worthy, premiered at the BFA London Film Festival and Dubai Film Festival.

Ali F. Mostafa with his TUMI Alpha Bravo Nellis Backpack in Green Camo

For men, the Alpha Bravo retains its military-inspired edge but now offers black leather with gunmetal zippers.

Major design updates include an integrated logo plaque, leather detail on the front face and new black zippers and pulls. Seasonal colour pops of green camo and grey/citron span the collection.

New backpack, brief and crossbody styles have also been introduced in the new Tumi campaign.

Tumi will have a new pop-up showroom, Tumi House, at IFC Mall in Central from January 18 to 21, with its shop there offering exclusive deals at the same time. The brand has five other stores and three retail outlets in Hong Kong, plus three stores and one outlet in Macau.

Tumi is owned by Hong Kong-listed Samsonite.


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