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News broke this week that Samsonite is acquiring travel bag and accessories company Tumi. Tumi has boasted an innovative advertising strategy in the past few years, most notably the departure from celebrity sponsorship. The brand appointed lesser-known individuals like The Muse founder Kathryn Minshew, digital music innovator Dave Altarescu, and singer-songwriter Amanda Sudano-Ramirez as ambassadors, focusing on their “global citizen” lifestyle. Tumi also encouraged users to post their own travel photos featuring Tumi products with the hashtag #tumiglobalcitizen, which was used more than 4,500 times.

But in addition to the admirable campaign, Samsonite will be acquiring a slew of digital challenges as Tumi was ranked No. 63 (of 73 brands) and classified ‘Feeble’ in L2’s latest Digital IQ Index: Specialty Retail.

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