Global Citizens Campaign – Spring 2014

“People with Passion, People with Purpose, People with Places to go”


Recognizing a fundamental shift in the target consumer –from road warrior to a more diverse “global citizen” – for a second consecutive season the TUMI Global Citizens Campaign aligns and engages with the brand’s next generation consumer.  NYC-based agency YARD, together with TUMI Creative Director George Esquivel, traveled to the colorful port city of Miami, an international hub where diverse cultures come together, to bring the new TUMI Global Citizens to life: Ruzwana Bashir, CEO of and Eric Whitacre, Grammy® award-winning composer. Photographed by John Balsom with styling by Julie Ragolia, the Spring 2014 campaign debuts on and in TUMI stores around the world.

Citizenship has always been a status of belonging— membership to a community and an official passport to a place called home. Today, travel and technology provide the road map for one’s personal journey. As a Global Citizen, cultures merge, boundaries are blurred and home is anywhere you choose to roam.



Ruzwana Bashir, CEO of, has a passion for travel. Having navigated her way through 40 countries she has always been driven by a curiosity about people and culture. Before founding,, Ruzwana worked in private equity at the Blackstone Group and in investment banking at Goldman Sachs. She later moved on to Gilt Group. A Fulbright Scholar with an MBA from Harvard Business School, and a BA from Oxford University, she’s taken her business acumen and applied it to the digital space. Recognized as one of Forbes’ “30 Under 30” in Technology and Fast Company’s “100 Most Creative People”, she lives by the ethos that the impossible is always possible. Whether planning a trip to Mongolia or working form 40,000 feet, she’s proving that a global life is one without limits.

Grammy® award-winning composer, Eric Whitacre proves there are no boundaries that can’t be undone by the power of connectivity.  As an accomplished conductor, broadcaster and public speaker, his talents extend beyond composing. For this musician, life never strikes just one chord. Creating the ultimate global harmony, he conducted the first virtual choir, Lux Aurumque featuring 185 singers from 12 different countries which received over one million views on YouTube in just two months. This global phenomenon speaks volumes. In 2013 his fourth virtual choir attracted over 8400 submissions from 101 countries. Eric is presently a composer in-residence at Cambridge University, UK.


Initially assisting Julian Broad, John Balsom has been working as a photographer for nine years, contributing editorial shoots to magazines such as Numero Homme, GQ Style, GQ China, GQ France, Vogue Japan, Details, Harper’s Bazaar and Port, as well as commercial work for Armani, Wrangler, Burberry, Top Man, McQueen and Vilebrequin. Balsom also has a keen interest in sports and has created a substantial body of sports imagery that includes work for Nike, GQ Style, and Adidas.

Julie Ragolia is an NYC native and the fashion director of Man of The World Magazine. Ragolia has contributed to Vogue, W, Details, L’Officiel, The New York Times, Vanity Fair, Interview, InStyle, New York Magazine, Esquire, Spin, Entertainment Weekly, and Glamour. She has worked with many prominent photographers,  including Terry Richardson, David Roemer, Martien Mulder, Marc Baptiste, Tony Kim, Anthony Maule and Martin Schoeller to name a few. Ragolia has styled a well-rounded list of actors, musicians and celebrities; among them are David Beckham, Lady Gaga, Rihanna, Victoria Beckham, Colin Farrell, Rosario Dawson, John Legend, 50 Cent, Vincent Gallo, and Goldfrapp. She is consistently featured for her personal style on, WWD and Page Six named her “One of the top 25 best dressed New Yorkers”. She is also the cover subject of “The Satorialist” by famed street fashion photographer Scott Schuman. Julie is currently based in New York.