Tumi Spring 2025 Ad Campaign

Review of Tumi Spring 2025 Ad Campaign by Creative Director Victor Sanz with Photographer Emma Summerton with models Xenia Adonts, Lando Norris

Tumi has unveiled its sleekest innovation yet—19 Degree Lite, the lightest addition to its 19 Degree line. Designed for smoother, lighter journeys, the collection showcases Tumi’s signature craftsmanship with cutting-edge materials like resilient Tegris® construction and a low-density magnesium telescoping handle.

“19 Degree Lite was born out of our deep understanding of how Tumi customers travel—and our passion for perfecting their journeys,” said Creative Director Victor Sanz. “Every component was carefully considered, tested and selected for lighter journeys without compromising quality or performance. The result of this meticulous design is an effortlessly lightweight collection that allows our customers to move through the world with even greater ease.”

German-raised fashion entrepreneur Xenia Adonts stars in the first chapter of the campaign, gliding through the vibrant streets of Mexico City with her 19 Degree Lite in tow. Directed by Keane Pearce Shaw and photographed by Emma Summerton, the campaign perfectly captures the feeling of weightless exploration.

Available in four sizes and five colors—Blush, Titanium Grey, Black Graphite, Amber, and Cobalt—the 19 Degree Lite collection is priced between $795-$995 USD and is now available at Tumi stores worldwide and Tumi.com. Lando Norris will headline the second chapter of the campaign later this spring.