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 Zoë Kravitz.
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.
“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.”
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®—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.
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.