With the customer as its muse, the brand showcases its icons and looks to the future
For half a century, TUMI has been a name synonymous with innovation, craftsmanship, and an unwavering commitment to elevating the travel experience. And now, as the brand marks its golden anniversary, it’s celebrating in a way only TUMI can—by reflecting on its legacy while looking boldly toward the future.
International travel and lifestyle brand TUMI launched its milestone 50th anniversary campaign, Made for You Since 1975 recently. This campaign isn’t just about a brand—it’s about people. It’s about the journeys taken, the milestones achieved, and the memories made with a trusted TUMI by one’s side.
A Visual Celebration in Lisbon
Picture this: Lisbon, Portugal—its vibrant streets, stunning architecture, and the kind of effortless charm that makes for an unforgettable journey. In this picturesque setting, TUMI’s latest campaign comes to life, captured through the lens of renowned lifestyle photographer Christopher Anderson and directed by Nim Kyong Ran. The short film follows a diverse cast of travelers, each seamlessly incorporating TUMI’s most iconic collections—Alpha, Voyageur, and 19 Degree—into their daily lives. It’s not just about bags; it’s about movement, versatility, and the stories we carry with us.
“For our golden anniversary, we wanted to honor the core collections that have been the cornerstone of the TUMI brand—crafted with the intent of perfecting our customers’ journey,” shares Victor Sanz, Creative Director at TUMI. “This milestone celebrates the future while embracing what our customers have loved most about the brand for over 50 years: longevity, effortlessness, functionality, and timeless beauty. Throughout the year, we will continue to evolve and innovate, shaping the future of travel and lifestyle design.”
"MADE FOR YOU SINCE 1975" A Legacy Built on Innovation
If you’ve ever traveled with a TUMI piece, you know it’s more than just luggage—it’s a companion. Over the past five decades, TUMI has pushed the boundaries of design and functionality, establishing itself as the gold standard in travel gear. Today, with over 300 retail stores across the globe, the brand continues to expand its reach, catering to an ever-growing community of movers and makers.
Among the standout stars of this campaign are two of TUMI’s bestsellers: the Alpha International Dual Access Carry-On, renowned for its superior organization and accessibility, and the Voyageur Celina Backpack, a perfect blend of sleek aesthetics and everyday practicality. The Alpha Carry-On offers innovative organization and easy accessibility, making it ideal for frequent travelers, while the Voyageur Celina Backpack combines elevated aesthetics with practicality, perfect for everyday use or as a stylish travel companion. These pieces embody TUMI’s commitment to delivering the perfect balance of functionality, durability, and sophisticated design.
“For 50 years, TUMI has been focused on our customers and delivering products that make a difference and enhance their travel experience,” says Andrew Dawson, President of TUMI. “Whether it’s a quick city escape or a flight around the world, we aim to perfect every journey. Our strength lies in our people—we are entrepreneurial, passionate, and always pushing the limits of innovation.”
The Next Chapter of TUMI
While this milestone is an opportunity to celebrate the past, TUMI is far from resting on its laurels. The brand is charging ahead, embracing cutting-edge technology, sustainable practices, and forward-thinking design to meet the ever-evolving needs of modern travelers.
TUMI will continue its 50th-anniversary celebrations throughout the year with exciting new products and campaigns featuring a cast of Global Ambassadors and friends of the brand.
Comment below what do you think of Tumi's campaign.