Tumi leans on athletes to refresh luxury

Plus: Béis backpack fuels the ‘never check’ packing trend

Author

Rafe Houston
September 11, 2025 • Estimated Reading Time: 4 minutes

Travel Unpacked

Here's what's happening this week in the world of travel marketing:
- Tumi enlists Norris and Korda for durability story.
- Diesel hands production to Unicorn to scale luggage.
- Samsonite launches repairable, recycled Paralux line.
- Béis backpack fuels the ‘never check’ packing trend.

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The Peak Playbook 2025 distills five lessons from Fospha data, including how Footasylum unlocked +32% blended revenue YoY last BFCM, so you can enter Peak ready to win.
Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

TUMI’s 50th‑anniversary Icons Tested campaign enlists Lando Norris and Nelly Korda to spotlight rigor and performance in hero products like the Alpha Bravo Navigation and Voyageur Celina backpacks. The athlete-led creative reframes luxury as endurance plus design, a positioning that typically lifts full-price sell-through and loyalty. Expect tighter storytelling around durability to influence premium bag merchandising and influencer briefs this season.

Garstin 1871 debuted UK-made wallets, key holders, and luggage tags designed to seamlessly house Apple AirTags. Pairing ‘Find My’ with heritage leather answers rising lost-item anxiety and travel mishandling, creating high-margin, tech-enabled SKUs. Opportunity for travel retailers and DTC brands to bundle trackers with premium accessories and unlock UGC around peace-of-mind.

Diesel signed a five-year license with China’s Unicorn to produce a six-line luggage range, while Unicorn launched a European subsidiary in Bologna. The January 2026 rollout spans carbon fiber, aluminum, canvas, and polycarbonate, segmenting price and style to reduce cannibalization. Expect intensified competition in premium luggage and new wholesale conversations as Diesel leverages licensing for speed and scale.

⚡QUICK READS

Béis Backpack Fuels ‘Never Check’ Behavior: A long-term review praising Béis’ lie-flat Travel Backpack highlights consumer preference for carry-on optimization and content that teaches packing efficiency.(More)

Samsonite Debuts Paralux Sustainable, Repairable Luggage: Samsonite’s Paralux uses recycled shells, aluminum, and PET with user-replaceable wheels and dual-access design, signaling a sustainability-plus-serviceability standard for hardside.(More)

Gisele Bündchen’s $30K Globe-Trotter Set Trends: A family lineup of custom Globe‑Trotter luggage underscores demand for personalization and coordinated kits that can lift AOV in luxury travel retail.(More)

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