Tumi has ‘remastered’ and relaunched its signature ballistic nylon luggage range to present a new Alpha 3 collection.
The brand said the new collection is a “celebration of everything Tumi stands for”, underlining design innovation, engineering, functionality and performance.
The Alpha 3 launch is backed by a global campaign featuring musician, designer and actor Lenny Kravitz and his daughter, actress and musician Zoë Kravitz.
Tumi introduced the tough ballistic nylon to its products in 1983. The material was originally used by the military to protect World War II troops from shrapnel. Tumi’s bags and luggage featured the material, along with U-zip pockets, telescoping handles, dual wheel systems, Add-a-Bag, expansion systems and Tumi Tracer.
Alpha 3 updates include an integrated USB Power Port added to each of the carry-on sizes, dual-access entry, a modernised front face with protective rails and full access front pocket for increased functionality, dual-coil security zippers, and a leather rain flap on bags.
The Tall 4-Wheel Duffel Packing Case offers top and split case access and features four interior shoe panels. New bags include the Slim Backpack, the Slim 3-Way Brief business offering which is both a backpack and a bag, and the Expandable Tote.
The collection also includes day bags and accessories and is available in Black Ballistic, Black Leather, Anthracite with brown leather trim and a seasonal Graphic Congo. Prices range from €95 to €1,325.
Tumi Creative Director Victor Sanz said: “With the launch of A3, we took everything we stand for as a brand one step forward. The world of travel has changed. Technology has changed. The way we navigate just to get through security has changed. Therefore, we must change too.”
The Alpha 3 campaign featuring Lenny and Zoë Kravitz spotlights the meaning of personal journeys, and was directed by Eliot Rausch and filmed in the Bahamas. It marked the Kravitz’s first father/daughter film project.
Lenny Kravtiz commented: “I’ve been a Tumi customer and admirer of the brand for as long as I’ve been touring. When you’re travelling and living out of a suitcase, your luggage becomes an extension of your home… you want it to be reliable, durable, and make a statement.
“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.”
Sanz added: “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 Zoë Kravitz wanted to share their perfect journey with us.”
The Alpha 3 campaign will run globally across the brand’s social channels including Facebook and Instagram, OOH and digital.