Hong Kong, May 2018 - Building on its foundation of innovation, functionality and durable design, TUMI launched its newest premium, hard-shell solution, Latitude, on June 12, 2018. The lightest TUMI travel collection yet, Latitude defies durability and engineering standards. Latitude is built to handle any journey with the utmost class.

To celebrate TUMI’s latest innovation, the brand went on an epic journey around the world on a single degree of latitude with Emmy-winning actor, Alexander Skarsgård. The campaign, directed by Augustus Punch, tested Latitude’s superior design, quality, durability and functionality, with each attribute represented by a stop on the journey:

• Tolna/Szekeszard , Hungary : The origin of the adventure and where Latitude is created. Here, our hero, played by Alexander, receives his mission and his adventure begins
• Lake Como, Italy : The first stop on Alexander’s journey with Latitude. He arrives via vintage RIVA boat and meets our heroine, actress/model, Camille Rowe. In Lake Como, Alexander finds helpful intelligence that propels him to his next location
• Coug ar Mountain, Washington : Alexander explores the Pacific Northwest and flies a vintage plane with his Latitude in tow , jetting off to his next destination
• Mongolia : Alexander faces the elements in Mongolia with Latitude while traveling by train, car, and camel. Alexander spends the evening under the stars before finding his mission objective and returning to Hungary.

“I couldn’t have dreamed of a better experience being part of the TUMI Latitude campaign,” says Alexander Skarsgård. “I got to travel around the world with a ragtag of lovely and incredibly talented people. The product itself is quite impressive – I even tried to intentionally break the bag a couple of times, with no success of course.”

This campaign’s focus on a non-stop journey on a single degree of Latitude showcases the collection’s ingenious design and ability to perform no matter the landscape, climate, or culture. The journey is not only about form and function, but also about perfecting the journey, getting from place to place in unexpected ways, and, of course, meeting interesting people along the way. The campaign will run globally on various social channels, including Facebook and Instagram, OOH and Digital.

“With each new collection, TUMI strives to provide our customers with top-of-the-line performance, design and style,” says Victor Sanz, TUMI’s Creative Director. “With Latitude , we wanted to create a collection that offers the best of the best in terms of innovation and aesthetic, which pushed us to improve weight, function, durability, organization and more. We are consistently inspired by global citizens on unique journeys, and partnering with Alexander to share in such an amazing worldwide journey was an incredible experience.”

About TUMI

Since 1975, TUMI has been creating world-class business and travel essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we’re committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. The brand is sold globally in over 75 countries with upwards of 2,200 points of sale. For more about TUMI, visit www.Tumi.com

TUMI Stores in Hong Kong
Shop 142, Pacific Place, 88 Queensway, Admiralty, Hong Kong
(852) 2918 4688

Shop 2127, Second level at Elements, 1 Austin Road West, Tsim Sha Tsui, Kowloon
(852) 2168 4100

Shop 2010, Podium Level 2, ifc Mall, Central, Hong Kong
(852) 2790 1912

Shop B6-7, Basement, Landmark, Central, Hong Kong
(852) 2869 7488

Shop 323B, L3, Ocean Centre, Harbour City, Tsim Sha Tsui, Kowloon
(852) 2113 2704

Unit G-30, Festival Walk, Kowloon
(852) 2157 0251

TUMI Retailers
Lane Crawford, Times Square, Causeway Bay, Hong Kong
(852) 2113 2602

Shop 5-20C, 5/F, Sogo Department Store, Causeway Bay, Hong Kong
(852) 2831 3996

1/F, Sogo Department Store, Tsim Sha Tsui, Kowloon
(852) 3911 1923

TUMI in Macau
TUMI Stores

Shop 505, Bridge Street, Shoppes Grand Canal, The Venetian Macao Resort Hotel, Macau
(853) 2882 8361
Shop240, 2/F, One Central Macau, Avenida de Sagres, Nape, Macau
(853) 2875 1620
Shop 1028, Galaxy Macau Resort, Cotai, Macau
(853) 2882 7703

TUMI Retailers
Shop 2-10A, 2/F New Yaohan, Avenida Comercial de Macau
(853) 2875 2071

For further media information, high-res imagery and product loans for shoots, please contact PLUG PR:
Sarah Cestau | sarah@plug-me.com | 3422 3359
Jacqueline Clifton | jacqueline@plug-me.com | 3422 3018