A Travel Campaign Built Around Real Moments
Luxury travel brand TUMI has partnered with Olympic freestyle skier Colby Stevenson for a campaign highlighting the brand’s iconic Alpha Collection. The collaboration focuses on increasing awareness of the collection while showcasing how its design and functionality support Stevenson’s travel-heavy lifestyle as a professional athlete. TUMI has previously worked with Formula 1 Driver Lando Norris to promote the new Alpha collection.
This new campaign follows Colby Stevenson through authentic travel moments, capturing the journey from airport terminals to snowy mountain landscapes. By documenting real-life movement and adventure, the partnership demonstrates how the Alpha Collection performs in demanding environments while maintaining the refined design that TUMI is known for. As we all know that experts use expert products; it makes sense to partner with athletes to showcase the durability of the products.
Throughout the content, the bags are shown in action, emphasizing key features such as thoughtfully designed compartments, durable zippers and customization options including monogramming. These elements highlight the practical functionality that has helped the Alpha Collection become one of TUMI’s most recognizable product lines.
The storytelling also draws inspiration from global travel experiences, with Japan referenced as part of the campaign’s visual direction. The result is a narrative that blends lifestyle, travel and sport while showcasing the reliability of TUMI’s travel gear.
The collaboration is primarily being shared across social media, with Stevenson producing an in-feed Instagram Reel alongside a set of Instagram Stories that direct audiences to explore the collection further. This digital-first approach allows the campaign to connect directly with Stevenson’s audience while presenting the products in an authentic environment.
Why the Partnership Works
The partnership between TUMI and Colby Stevenson feels particularly authentic because it aligns naturally with the athlete’s lifestyle. As a professional freestyle skier competing internationally, Stevenson spends a significant amount of time traveling between training camps, competitions and filming locations.
This constant movement means that reliable luggage and travel gear are essential to his routine. By featuring Stevenson in real travel environments such as airports, flights and mountain destinations, the campaign demonstrates how TUMI’s products support the practical demands of an athlete who is frequently on the move.
The collaboration also works because it highlights shared values. Stevenson’s career is built around performance, resilience and precision, qualities that mirror TUMI’s reputation for durable construction and thoughtful design. Rather than presenting the product in a staged setting, the campaign integrates the Alpha Collection into Stevenson’s everyday travel experiences, making the partnership feel genuine and credible.
About TUMI
Founded in 1975, TUMI is a global luxury travel and lifestyle brand known for its high-performance luggage, backpacks and travel accessories. The company has built a reputation for combining innovative design with durable materials and advanced functionality.
TUMI’s products are designed with the modern traveler in mind, offering smart organizational features, premium craftsmanship and sleek aesthetics. The Alpha Collection in particular has become one of the brand’s most recognizable lines, valued for its durability and practicality among frequent travelers, professionals and adventurers alike.
TUMI products are sold worldwide and the brand continues to expand its influence across the travel, business and lifestyle sectors.
About Colby Stevenson
Colby Stevenson is an American freestyle skier and Olympic medalist known for competing in slopestyle and big air events. Stevenson gained international recognition after winning the silver medal in men’s slopestyle at the 2022 Winter Olympics in Beijing.
Throughout his career, Stevenson has built a strong reputation within the freestyle skiing community for his technical ability, creativity and resilience. His career also involves extensive international travel for competitions, training and filming projects, making him a natural partner for brands focused on mobility and performance.
Through his collaboration with TUMI, Stevenson demonstrates how dependable travel gear plays an important role in supporting the fast-paced lifestyle of a professional athlete.