Latest Tumi campaign features lightest hardside collection yet

April 3, 2025

Promoting the 19 Degree Lite collection is German designer and influencer Xenia Adonts, who poses for her first-ever global brand campaign. Image courtesy of Tumi

By Amirah Keaton

U.S.-based travel and lifestyle brand Tumi is adding to its flagship luggage lineup.

Engineered for effortless mobility, the label is launching its lightest hardside offering yet. Promoting the 19 Degree Lite collection is German designer and influencer Xenia Adonts, who poses for her first-ever global brand campaign; later this spring, the multichapter effort will feature British F1 racer and ambassador Lando Norris.

“19 Degree Lite was born out of our deep understanding of how Tumi customers travel—and our passion for perfecting their journeys,” said Victor Sanz, creative director at Tumi, in a statement.

“Every component was carefully considered, tested and selected for lighter journeys without compromising quality or performance,” Mr. Sanz said. “The result of this meticulous design is an effortlessly lightweight collection that allows our customers to move through the world with even greater ease.”

Pushing travel boundaries
Directed by British filmmaker Keane Pearce Shaw and shot by Australian photographer Emma Summerton, the campaign follows Ms. Adonts as she moves fluidly through Mexico City.

Visuals highlight the ease associated with embarking on trips with 19 Degree Lite luggage, emphasizing the collection’s unweighted construction.

Portions of a central video are shot from the perspective of the suitcase itself. The resulting “on-the-go” effect could appeal to younger audiences seeking increasingly adventurous travel narratives.

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Materials that would enable bold journeys were intentionally tested and selected for the line: for starters, each case’s shell is made of Tumi's durable thermoplastic composite Tegris and features a low-density magnesium telescoping handle.

The global assortment includes four sizes, available in three core colors, including blush, titanium grey and black graphite, alongside two seasonal shades, Amber and Cobalt. Prices range from $795 to $995, with availability in TUMI stores worldwide and online.

Spokesperson selection
With the launch, Tumi remains focused on innovating. The lifestyle label frequently collaborates with high-profile figures in sports, fashion and business to showcase its products.

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South Korean actress and global ambassador Mun Ka Young carried never-before-seen Tumi drops, including items from the Voyageur Leather and Tumi 19 Degree Frame collections, in a fall 2024 marketing release (see story).

Months prior, the brand named its first set of global golf ambassadors (see story). Kickstarting with the message “Made for You Since 1975,” the company celebrates a 50th anniversary this year (see story).

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Latest Tumi campaign features lightest hardside collection yet

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