Country for PR: United States
Contributor: PR Newswire New York
Monday, January 28 2019 - 16:30
AsiaNet
TUMI Unveils Global Campaign Starring Lenny & Zoe Kravitz
NEW YORK, Jan. 28, 2019 /PRNewswire-AsiaNet/ --

TUMI, the leading international travel + lifestyle brand, released its latest 
global campaign; exemplifying the meaning of personal journeys featuring music 
legend, designer and actor, Lenny Kravitz and his daughter, actress and 
musician Zoe Kravitz.

Photo -  https://mma.prnewswire.com/media/812481/Tumi.jpg

Logo - https://mma.prnewswire.com/media/214382/tumi_logo.jpg 

The campaign, directed by Eliot Rausch, captured in the Bahamas, the beloved 
haven that established the soul of the Kravitz family. While honoring the 
passing of tradition, storytelling, and family values from generation to 
generation, TUMI joins the Kravitzs on their first film project together, on an 
intimate quest to where it all began; illustrating the strengthening of the 
bonds individuals create, and the significant, supporting role TUMI plays - 
understanding it's not about the destination, but the invaluable moments 
created along the way.

"To me, this campaign is about connecting with ourselves, our roots, and with 
each other," says Zoe Kravitz. "I loved working with TUMI and the idea of 
telling a story about travel, family and connecting with one's roots. It was 
amazing to travel to the other side of the island for my first time to see 
where my family originated from and to pay respect to our elders and those who 
came before us - to experience that with my father was monumental." 

"I've been a TUMI customer and admirer of the brand for as long as I've been 
touring," says Lenny Kravitz. "When you're traveling and living out of a 
suitcase, your luggage becomes an extension of your home--and yourself for that 
matter. It's the one thing that's always with you: on the plane, on the tour 
bus, in the hotel room, backstage, or on set. So, you want it to be reliable, 
durable, and make a statement. For me, TUMI embodies all of those qualities to 
the fullest. Working on the campaign was very gratifying. Not only did I get 
the opportunity to represent a great product, but it was a very collaborative 
experience as I was involved in many creative aspects of the campaign."

In 1983, TUMI introduced its signature Ballistic Nylon, a material that 
revolutionized the travel market. Originally used by the military to protect 
WWII troops from shrapnel, TUMI incorporated the ultra-tough material into its 
luggage designs to make bags that would withstand the wear and tear of a life 
well-traveled. After rigorous testing proved it held up, TUMI added its 
patented functionality: U-zip pockets, telescoping handles, dual wheel systems, 
Add-a-Bag, expansion systems, TUMI Tracer(R)--interior and exterior features 
designed to make life on the move easier. The combination created the most 
reliable, time-tested travel companion the industry had seen. Now, 35 years 
later, TUMI remasters its iconic collection with Alpha 3.

"With the launch of A3, we took everything we stand for as a brand and pushed 
it one step further," says Victor Sanz, Creative Director of TUMI. "It's always 
been a motivator for us to remember our products are what enable these travel 
stories to continue, and we were thrilled that both Lenny and Zoe Kravitz 
wanted to share their perfect journey with us."

Alpha 3 will be offered in a wide range of travel products, backpacks, day 
bags, accessories and more. The collection will retail for $35-$1,175 at TUMI 
retail stores worldwide and on TUMI.com. The campaign will run globally across 
the brands' social channels, including Facebook and Instagram, OOH and Digital.

About TUMI 
Since 1975, TUMI has been creating world-class business and travel essentials, 
designed to upgrade, uncomplicate, and beautify all aspects of life on the 
move. Blending flawless functionality with a spirit of ingenuity, we're 
committed to empowering journeys as a lifelong partner to movers and makers in 
pursuit of their passions. The brand is sold globally in over 75 countries with 
approximately 2,000 points of sale. For more about TUMI, visit www.TUMI.com 
 
SOURCE: TUMI

CONTACT: TUMI, Zoe Saunders, Zoe.Saunders@tumi.com
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