#USA #New York #Lando Norris #Tumi #Nelly Korda

TUMI's 'Icons Tested' Campaign

On September 4, 2025, TUMI, the international travel and lifestyle brand, introduced a bold new campaign titled "Icons Tested". This innovative marketing push embodies what it means to be iconic, seen through the eyes of global ambassadors Lando Norris, a prominent Formula 1 driver, and professional golfer Nelly Korda. The campaign draws a compelling parallel between the discipline, precision, and relentless pursuit of excellence embodied by these athletes and the meticulous care TUMI invests in its product designs.

A Reflection of Excellence

As TUMI celebrates its 50th anniversary, the "Icons Tested" campaign shines a light on two of the brand’s most iconic designs: the Alpha Bravo Navigation Backpack and the Voyageur Celina Backpack. Engineered with high performance in mind, each bag reflects a blend of functionality and modern sophistication, tailored to meet the needs of dynamic individuals.

Directed by Kiku Ohe and featuring striking photography by Simon Lipman, the campaign's visuals follow Norris and Korda in moments of intense focus, practice, and preparation. These depictions offer an unfiltered glimpse into the discipline that underpins their rigorous daily routines, paralleling the meticulous processes behind each TUMI product, which undergoes rigorous testing and refinement.

The Essence of Iconic

Victor Sanz, TUMI's global creative director, emphasizes that being iconic is not just about singular moments of greatness, but about continuous evolution and presenting oneself consistently. He notes, "For TUMI, this isn’t merely an objective; it’s our benchmark." Each TUMI piece is designed for reliability and adaptability, aiming to grow alongside the individuals who carry them. They are crafted not only for performance and aesthetics but to accompany customers throughout their journeys.

Ultimately, "Icons Tested" transcends elite performance; it delves into the ongoing pursuit of growth and the discipline required for evolution. This campaign highlights TUMI's commitment to pushing the boundaries of design through continual testing, reinforcing the belief that greatness is earned and not taken for granted. As Norris succinctly puts it, “Consistency is everything. Work never stops, no matter the profession.” He recognizes the importance of his TUMI essentials following him wherever he competes.

Korda adds another layer to the narrative, stating, “Being iconic doesn’t equate to perfection. It’s about staying committed and finding meaning in the moments built over time.” This notion resonates throughout the campaign, honoring those who show up, challenge themselves, and push beyond performance limits. TUMI remains dedicated to designing for motivated individuals, creating dynamic products that seamlessly fit every moment in life while celebrating the iconic within.

Product Highlights

• - Voyageur Celina Backpack: Lightweight and water-resistant, this stylish backpack blends refined design with intelligent functionality to transition smoothly from daily routines to longer journeys. Price Range: $350 - $595.
• - Alpha Bravo Navigation Backpack: Reimagined in navy coated canvas, this bag features a modern durable design and retains the reliable TUMI profile, ideal for everyday use and purposeful mobility. Price Range: $550 - $750.

Additional items featured in the campaign include:

• - The TUMI | McLaren capsule collection in Super Grey, inspired by McLaren's Supernova Silver.
• - The 19 Degree Lite, TUMI's lightest hard-sided suitcase yet.
• - The exclusive 19 Degree Aluminum collection.
• - The versatile Just In Case™ collection of foldable travel bags.

Explore the full Voyageur and Alpha Bravo collections at TUMI.com and at TUMI stores worldwide. Stay tuned for exclusive behind-the-scenes content from the campaign by following @TUMITravel.

About TUMI

Since 1975, TUMI has crafted unparalleled luxury accessories for business, travel, and performance, designed to enhance and simplify every aspect of life on the move. Combining impeccable functionality and ingenuity, TUMI is committed to making travel inspiring, becoming a longstanding partner for those in motion and those who create, as they pursue their passions. To learn more about TUMI, visit TUMI.com and follow us on Instagram, TikTok, Facebook, and YouTube.