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A new journey begins with Wei Daxun, as TUMI unveils the final chapter of its global 19 Degree Lite Campaign.
NEW YORK, July 29, 2025 /PRNewswire/ -- Today, the leading international travel, lifestyle and accessories brand TUMI proudly announces esteemed Chinese actor Wei Daxun as its new Asia-Pacific Brand Ambassador. The announcement follows the opening of TUMI's new Shanghai flagship store earlier this month, both serving as key milestones in the brand's continued global expansion and commitment to the global traveler.
Recognized as one of China's most celebrated actors, Wei Daxun has captivated audiences across Asia with his versatility, charisma, and sincerity. From film and television to music and philanthropy, his multifaceted career has earned him both critical acclaim and the lasting admiration of fans. Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei naturally embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion.
Wei makes his official campaign debut in the third and final chapter of TUMI's 19 Degree Lite "Uncompromisingly Light" campaign, which celebrates innovation and the freedom of movement through the lens of those who live life constantly in motion. Directed by David Pun and shot by renowned photographer GK (国琨), the campaign captures the quiet intensity of Wei's lifestyle as he moves fluidly between cities, sets, and fleeting moments. Along the way, he's equipped with travel companions that match his rhythm: the ultra-lightweight 19 Degree Lite and the versatile Alpha Bravo collection. The story highlights how 19 Degree Lite keeps pace with him—adapting seamlessly and supporting every leg of the journey—while the Alpha Bravo Navigation Backpack offers the reliability and functionality he needs as someone who is always on the move. For Wei, home isn't a place — it's a feeling. And in the consistency of what he carries, he finds the space to move with confidence and ease, no matter where he's headed.
"Wei brings an energy and authenticity that seamlessly aligns with TUMI's values," says Creative Director Victor Sanz. "He is a true reflection of the modern global traveler: intentional, dynamic, and always in motion."
"It's an honor to join the TUMI family," says Wei. "I've long admired the brand's dedication to timeless quality and purpose. Their collections are designed for real life, and they move with me wherever I go, whatever I do."
The brand proudly adds Wei Daxun to its prestigious and multifaceted ambassador roster alongside beloved McLaren Formula 1 Team Driver Lando Norris, LPGA Tour Professional Golfer Nelly Korda and PGA Tour Professional Golfer Ludvig Åberg. Through precision-led design, global storytelling and acclaimed talent, TUMI continues to distinguish itself as a leader in the luxury travel and lifestyle space.
Stay tuned for exclusive campaign content on @TUMITravel social channels.
About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury 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. For more about TUMI, visit TUMI.com and follow @TUMITravel on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.
TUMI Media Contacts
TUMI Global
Jerad Hulse | Jerad.Hulse@tumi.com
Plug Agency for TUMI
Selina Parmanand | Selina@plug.agency
A new journey begins with Wei Daxun, as TUMI unveils the final chapter of its global 19 Degree Lite Campaign.
NEW YORK, July 29, 2025 /PRNewswire/ -- Today, the leading international travel, lifestyle and accessories brand TUMI proudly announces esteemed Chinese actor Wei Daxun as its new Asia-Pacific Brand Ambassador. The announcement follows the opening of TUMI's new Shanghai flagship store earlier this month, both serving as key milestones in the brand's continued global expansion and commitment to the global traveler.
Recognized as one of China's most celebrated actors, Wei Daxun has captivated audiences across Asia with his versatility, charisma, and sincerity. From film and television to music and philanthropy, his multifaceted career has earned him both critical acclaim and the lasting admiration of fans. Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei naturally embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion.
Wei makes his official campaign debut in the third and final chapter of TUMI's 19 Degree Lite "Uncompromisingly Light" campaign, which celebrates innovation and the freedom of movement through the lens of those who live life constantly in motion. Directed by David Pun and shot by renowned photographer GK (国琨), the campaign captures the quiet intensity of Wei's lifestyle as he moves fluidly between cities, sets, and fleeting moments. Along the way, he's equipped with travel companions that match his rhythm: the ultra-lightweight 19 Degree Lite and the versatile Alpha Bravo collection. The story highlights how 19 Degree Lite keeps pace with him—adapting seamlessly and supporting every leg of the journey—while the Alpha Bravo Navigation Backpack offers the reliability and functionality he needs as someone who is always on the move. For Wei, home isn't a place — it's a feeling. And in the consistency of what he carries, he finds the space to move with confidence and ease, no matter where he's headed.
"Wei brings an energy and authenticity that seamlessly aligns with TUMI's values," says Creative Director Victor Sanz. "He is a true reflection of the modern global traveler: intentional, dynamic, and always in motion."
"It's an honor to join the TUMI family," says Wei. "I've long admired the brand's dedication to timeless quality and purpose. Their collections are designed for real life, and they move with me wherever I go, whatever I do."
The brand proudly adds Wei Daxun to its prestigious and multifaceted ambassador roster alongside beloved McLaren Formula 1 Team Driver Lando Norris, LPGA Tour Professional Golfer Nelly Korda and PGA Tour Professional Golfer Ludvig Åberg. Through precision-led design, global storytelling and acclaimed talent, TUMI continues to distinguish itself as a leader in the luxury travel and lifestyle space.
Stay tuned for exclusive campaign content on @TUMITravel social channels.
About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury 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. For more about TUMI, visit TUMI.com and follow @TUMITravel on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.
TUMI Media Contacts
TUMI Global
Jerad Hulse | Jerad.Hulse@tumi.com
Plug Agency for TUMI
Selina Parmanand | Selina@plug.agency
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
TUMI INTRODUCES NEW ASIA-PACIFIC BRAND AMBASSADOR WEI DAXUN
ALULA, Saudi Arabia, Jan. 16, 2026 /PRNewswire/ -- Today marks the official opening of Desert X AlUla 2026, the landmark fourth edition of the international, open-air biennial exhibition. Arts AlUla, in collaboration with Desert X, welcomes visitors to experience a stellar line-up of Saudi and international multi-generational artists whose site-responsive earthworks, sculptures, and installations will engage in a powerful dialogue with the awe-inspiring landscapes and layered heritage of AlUla.
As a premier destination rich in ancient history and breathtaking nature, AlUla, located in Northwest Saudi Arabia, solidifies its position on the global stage as a dynamic, emerging land art destination with Desert X AlUla, the region's first public art biennale, and a key highlight of the AlUla Arts Festival.
The 2026 edition of Desert X AlUla brings together 11 acclaimed artists whose diverse works reflect a wide spectrum of ideas, materials, and traditions. From monumental kinetic sculpture to sound-based explorations above and below ground, each commission is deeply rooted in relationships to AlUla's distinctive environment, further cementing Desert X AlUla's reputation as a globally significant platform for site-responsive land art.
Desert X AlUla runs until February 28, 2026, as a cornerstone of the annual AlUla Arts Festival. Curated by Wejdan Reda, Zoé Whitley, with artistic direction by Neville Wakefield, and Raneem Farsi, its fourth edition explores 'Space Without Measure.' Inspired by Kahlil Gibran, the theme fosters contemplation of imagination within AlUla's natural settings. The exhibition, set in the desert canyons of AlUla, serves as a pre-opening programme for Wadi AlFann, offering a pivotal glimpse into AlUla's plans to create a permanent land art 'Valley of the Arts.'
Hamad Alhomiedan, Director of Arts & Creative Industries at the Royal Commission for AlUla (RCU), said: "At Desert X AlUla 2026, audiences will engage with art that deeply converses with AlUla's unique landscapes and rich heritage. These compelling commissions highlight AlUla's dynamic transformation into a major global destination, where ancient and contemporary expressions converge. This exhibition is part of our broader revitalisation of AlUla as a culturally rich destination to live, work and visit and integral to positioning AlUla in the global dialogue of contemporary art and as a precursor to monumental projects like Wadi AlFann."
Participating artist/artworks are:
- Sara Abdu, A Kingdom Where No One Dies: Contours of Resonance
- Mohammad Alfaraj, What was the Question Again?
- Mohammed AlSaleem, The Thorn, AlShuruf Unit, The Triangles, Flower Bud, and Al Ahilla (courtesy of Royal Commission for Riyadh City)
- Tarek Atoui, The Water Song
- Bahraini-Danish, Bloom
- Maria Magdalena Campos-Pons, Imole Red
- Agnes Denes, The Living Pyramid
- Ibrahim El-Salahi, Haraza Tree
- Basmah Felemban, Murmur of Pebbles
- Vibha Galhotra, Future Fables
- Héctor Zamora, Tar HyPar
For further information, please contact:
Sabrine.Shaw@bursonglobal.com
AlUlaArtsFestival@bursonglobal.com
Multimedia gallery:
High-resolution photos of all 11 artists and their artworks can be found here.
About AlUla and Arts AlUla
Located 1,100 km from Riyadh, in North-West Saudi Arabia, AlUla is a place of extraordinary natural and human heritage. The vast area, covering 22,561km², includes a lush oasis valley, towering sandstone mountains and ancient cultural heritage sites dating back thousands of years to when the Lihyan and Nabataean kingdoms reigned.
The most well-known and recognised site in AlUla is Hegra, the principal southern city of the Nabataean Kingdom and Saudi Arabia's first UNESCO World Heritage Site. AlUla is also home to ancient Dadan, the capital of the Dadan and Lihyan Kingdoms and considered to be one of the most developed 1st millennium BCE cities of the Arabian Peninsula, and Jabal Ikmah, an open air library of hundreds of inscriptions and writings in many different languages. AlUla Old Town Village, a labyrinth of more than 900 mudbrick homes was developed from at least the 12th century and has been revitalised as the vibrant hub for visitors and residents.
The creation of Arts AlUla within The Royal Commission for AlUla (RCU) is a commitment to crafting the next chapters in a millennia of artistic creation – celebrating cultural inheritance and shaping a future inspired by artists built be artists. The work of Arts AlUla seeks to preserve this legacy: fuse the old with the new; the local with the international, keeping the arts central to the spirit of AlUla as a place of extraordinary natural and human heritage.
Wadi AlFann, meaning 'Valley of the Arts,' will be a global cultural destination for land art, unveiling from 2028 onwards, where era-defining works by artists from around the world will be permanently sited in the monumental landscape of AlUla, the extraordinary desert region of north-west Saudi Arabia.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Desert X AlUla 2026: monumental land art exhibition opens in the ancient oasis of AlUla
