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

TUMI Launches Icons Tested Campaign

On September 4, 2025, TUMI, the renowned international brand in travel, lifestyle, and accessories, unveiled its audacious new initiative, "Icons Tested". This campaign creatively explores the essence of being iconic, through the perspectives of two prominent ambassadors, Lando Norris, a talented Formula 1 driver from the McLaren team, and Nelly Korda, a celebrated professional golfer.

The campaign resonates deeply with the values of discipline and precision, traits that both Lando and Nelly embody in their pursuit of excellence. TUMI draws a parallel between the relentless testing and dedication of these athletes and the rigorous quality assurance that each of its products undergoes. Just as these sports figures strive to deliver top-tier performances, TUMI ensures that its iconic offerings are crafted to perform flawlessly under duress.

A Celebration of Design and Performance

This year marks TUMI's 50th anniversary, making the "Icons Tested" campaign a fitting celebration of the brand’s storied history and design evolution. It highlights two of TUMI's most iconic products: the Alpha Bravo Navigation Backpack and the Voyageur Celina Backpack. Each backpack is created with meticulous attention to detail, combining functionality with modern aesthetics, ensuring they meet the needs of dynamic performers like Lando and Nelly.

The campaign is brought to life through captivating visuals captured by renowned photographer, Simon Lipman, and creatively directed by Kiku Ohe. The featured videos provide an intimate look at Lando and Nelly's focus, preparation, and dedication, mirroring the careful development process that accompanies each TUMI creation. The parallels drawn between the personal journeys of these athletes and TUMI's commitment to excellence underline the shared values of hard work, resilience, and evolution.

Insights from TUMI's Global Creative Director

Victor Sanz, TUMI's Global Creative Director, articulates, “Being iconic is not about a singular moment; it’s about consistently showing up and evolving through the process.” This ethos is embedded in every TUMI product, designed not only for aesthetics but also to cater to the evolving needs of its users. TUMI's products are not just tools; they are companions designed to accompany their owners in all endeavors, elevating their journeys.

Lando Norris shared his sentiments, stating, “Consistency is key. The work never truly stops, no matter your profession.” His words echo TUMI's dedication to continuous improvement and commitment to creating products that adapt to the wearer’s lifestyle.

Nelly Korda added, “Being an icon isn't about perfection; it's about staying engaged and finding purpose in the moments that accumulate over time.” Her reflections emphasize the importance of having reliable companions—like TUMI products—during challenging times.

Product Highlights

• - Celina Backpack (Voyageur Collection): Lightweight and water-resistant, the Celina Backpack features a sleek design combined with smart functions, perfect for everyday commutes or extended travels, priced between $350 and $595.
• - Navigation Backpack (Alpha Bravo Collection): Reimagined in a new navy-coated canvas, this backpack blends modern durability with TUMI's signature aesthetics, tailored for daily use and efficient travel, available for $550 to $750.

Throughout the campaign, various TUMI icons are showcased, including:

• - TUMI | McLaren capsule collection in Super Grey, inspired by McLaren's Supernova Silver,
• - The lightweight 19 Degree Lite luggage,
• - The acclaimed 19 Degree Aluminum collection,
• - Versatile Just In Case™ pieces.

Explore the Alpha Bravo and Voyageur collections on TUMI.com or visit TUMI retail locations worldwide. For behind-the-scenes content, follow @TUMITravel on social media.

About TUMI

Since its inception in 1975, TUMI has been dedicated to crafting world-class luxury items for business, travel, and performance. The brand's aim is to enhance, simplify, and beautify every aspect of life on the move. By infusing its products with seamless functionality and innovative spirit, TUMI continues to serve as a lifelong partner to dynamic individuals pursuing their passions. Discover more at TUMI.com and keep up with TUMI on Instagram, TikTok, Facebook, and YouTube.

TUMI and the TUMI logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.