Retail in Asia


TUMI appoints footballer Son Heung-Min as its new brand ambassador

TUMI launches the latest evolution of its iconic Alpha Bravo collection with international footballer, Son Heung-Min. The Tottenham Hotspur F.C. forward and captain of the South Korea national football team stars in TUMI’s Life in Forward Motion campaign carrying key pieces from the new Alpha Bravo collection.

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Focused on modularity, sustainability, and durability, the collection comprises over two dozen entirely new styles including backpacks, slings, chest packs, briefs, duffels and crossbodies. First introduced in 2010, the original Alpha Bravo collection marked a pivotal moment in TUMI’s history with the debut of its modern, utilitarian bags.

Regarded by many as one of the sport’s top players, Son Heung-Min caps an award-winning start to 2022. In early January, Son received his seventh Best Footballer in Asia award, marking his fifth consecutive year winning the title. This honor is the latest accolade in the athlete’s decorated career. Son became the highest-scoring Asian player in the Champion’s League in 2019, and the first Asian player to score more than 50 goals in the Premier League in 2020. This year, Son is set to play a key role in South Korea’s run in the FIFA World Cup.

With TUMI’s Life in Forward Motion campaign, fans can catch Son at the top of his game on and off the pitch with the Liaison Tote, Logistics Backpack, Navigation Backpack, Platoon Sling and the Mason Duffel.

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Of his partnership with TUMI, Son said: “I’ve been a fan of TUMI for years, so I am excited to join the TUMI Crew as a brand ambassador. Being a professional footballer, travelling is naturally a big part of my life. It means I need versatile and reliable bags when I’m off the field—and TUMI delivers, especially the Alpha Bravo collection which was made for non-stop lives like mine.”