2023 may well be the year of movie endorsements, the way things are shaping up to be. Just recently, we saw TAG Heuer score a deal with Netflix’s ‘Gray Man’. Now, TUMI has stepped up to the spotlight with a role in Sony Pictures’ ‘Bullet Train’.

But unlike TAG Heuer’s marketing partnership, which saw Gosling’s Sierra Six sport a blink-and-you-may miss it TAG Heuer Carrera Three Hands in the film, TUMI’s role in the new action flick is a lot more substantial. That’s because in ‘Bullet Train’, the new TUMI 19 Degree Aluminum Briefcase literally takes centre stage.

In the film, which takes place in Japan onboard a bullet train, the new TUMI briefcase is front and centre of the film’s plot. Brad Pitt stars as Ladybug, is an unlucky assassin determined to do his job peacefully after one too many gigs gone off the rails.

Fate, however, may have other plans, as Ladybug’s latest mission puts him on a collision course with lethal adversaries from around the globe. All of them are somehow connected with the same conflicting, objective— centring around the TUMI 19 Degree Aluminum Briefcase on the world’s fastest train.

The end of the line is just the beginning in this non-stop thrill-ride through modern-day Japan as the assassins fight tooth and nail to get their hands on this mysterious briefcase. Weaving this intricate story is David Leitch, the director of ‘Deadpool 2’ with an ensemble cast led by Pitt. ‘Bullet Train’ also boasts the talents of Aaron Taylor-Johnson, Logan Lerman, Bryan Tyree Henry, Zazie Beetz, Hiroyuki Sanada, Andrew Koji, Bad Bunny, Karen Fukuhara, Joey King and Sandra Bullock.

Starring Role

According to Jeffrey Godsick, EVP of Global Partnerships and Brand Management and Head of Location Based Entertainment at Sony Pictures Entertainment, there was only one luggage brand that had enough style to fit in with the film’s all-star cast. “It also had to be durable enough that it could go head to head with an ensemble of assassins on one of the world’s fastest trains. That was TUMI, which perfectly fits in with this edgy, action-packed film.”

TUMI Creative Director, Victor Sanz agrees and elaborates further. “TUMI is synonymous with quality, durability, toughness and is always looking to the future for inspiration. As the screen writers and director started laying out what the environment would look like in the film, TUMI was at the top of their list. They looked to TUMI for a hero case that has the aesthetics and durability to be able to surpass the battles that ensue throughout this epic journey.”

Co-Branding Limited Release

Leading up to the film’s theatrical release in Malaysia on 4th August, TUMI will be activating an integrated marketing program that includes a global red-carpet premiere and a variety of digital and in-store promotional activities.

As far as the briefcase goes, the new TUMI bag certainly boasts star-like credentials. Equally striking from a distance or at close range, the TUMI 19 Degree Aluminum Briefcase offers a sleek, aluminum crafted exterior with bespoke design and durability top of mind. This limited-edition briefcase features a “Bullet Train” patch card pocket with the “Bullet Train” logo in addition to a branded luggage tag.

Through the TUMI “Bullet Train” collaboration, only 150 limited-edition briefcases will be available starting July 20th worldwide across select TUMI stores and TUMI.MY. For those unable to get one of these limited TUMI collector’s items, they can also shop the full TUMI 19 Degree Aluminum collection, which is highly durable, and boasts a modern silhouette with fluid-looking, strategically contoured angles.

Based on the 2010 Japanese dark comedy thriller novel by Kōtarō Isaka, ‘Bullet Train’ is set to premiere globally in cinemas this August.

(Images: TUMI)