The Ask: Accelerate Tumi’s business by developing a more differentiated and consistent global brand experience.

Problem: Tumi is known as a luxury travel brand and consumers are gravitating to RIMOWA and a new entrant AWAY, making it harder for TUMI to hold market share

Insight: Tumi’s products are known for their unparalleled performance and craftsmanship

Strategic Approach: Perfecting the Journey

Tumi helps people to seek their perfection by creating innovative high-performance products that enable the journey.

Creative Solution: Freedom of Motion

Tumi gives you the freedom to pursue your perfect journey. We do this by promising freedom from concern through functional superiority. Knowing our products are reliable, adaptable, and designed to suit your needs means you’re free to focus on the things that really matter.

This spring, we celebrate our functional superiority with a suite of product-focused assets that showcase Tumi products as heroic and high-performing. The emphasis is on design excellence, technical innovation, and unparalleled craft — the qualities that give you the freedom to move through the world however you want.