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

TUMI's 'Icons Tested' Campaign: A New Era of Excellence

On September 4, 2025, TUMI, the renowned international travel and lifestyle brand, introduced its latest campaign titled 'Icons Tested'. This initiative invites audiences to explore the essence of being an icon through the experiences of McLaren Formula 1 driver Lando Norris and professional golfer Nelly Korda. Their stories of discipline and unwavering pursuit of perfection resonate deeply with TUMI's commitment to quality and innovative design.

Celebrating Personal Excellence

The campaign serves as a homage to personal excellence and the groundbreaking designs integral to TUMI. Highlighting the Navigation Backpack from the Alpha Bravo collection and the Celina Backpack from the Voyageur series, the campaign embodies the intersection of thoughtful functionality and timeless elegance, tailored for the needs of today's dynamic lifestyles.

These iconic products have been rigorously tested, much like the athletes themselves, ensuring that they deliver uncompromising performance under various conditions. Just as Norris and Korda push their boundaries, each TUMI product is crafted with a focus on durability and sophistication.

Behind the Scenes

Directed by Kiku Ohe and featuring striking portraits by Simon Lipman, the campaign films provide an intimate look into the lives of Norris and Korda. Viewers witness moments of deep concentration, intentional repetition, and disciplined preparation, which mirror TUMI’s meticulous product development process. Victor Sanz, TUMI's Global Creative Director, articulates this sentiment perfectly: "An icon is not defined by a singular moment, but by consistent presence and relentless evolution. This expectation sets the standard for us."

The Essence of Trust and Growth

At its core, the 'Icons Tested' initiative emphasizes more than just remarkable performance. It embodies a pledge to continuous growth and discipline essential for fostering sustainable progress. The campaign reinforces TUMI’s dedication to perpetual innovation, testing products in real-life situations to redefine design, functionality, and durability, highlighting that true greatness is earned, not given.

Norris affirms this perspective, stating, "Consistency is everything. The work never really stops, no matter the craft. I see this in my performance on the track and how my TUMI essentials accompany me everywhere." Korda echoes a similar sentiment: "Being an icon doesn't mean being perfect. It's about staying committed and finding meaning in the moments that unfold over time. The journey is continuously evolving—and it reminds me how crucial trusted companions are."

Honoring the Journey

From repetition to perfection, 'Icons Tested' celebrates all individuals who consistently show up, take responsibility, and redefine the boundaries of possibility. TUMI creates products designed for ambitious people—those who strive for excellence and express their iconic nature at every moment.

Product Highlights:

• - Celina Backpack (Voyageur Collection): A lightweight, water-resistant backpack blending sleek design with functional details—perfect for transitioning from daily life to travel. Retail Price: €350 - €490.
• - Navigation Backpack (Alpha Bravo Collection): Newly reimagined in navy-coated canvas, this model offers modern durability based on proven design, developed for daily challenges. Retail Price: €550 - €750.

Explore TUMI Products

The campaign also showcases other iconic products such as the TUMI | McLaren Capsule in Super Grey, 19 Degree Lite, the lightest hard-shell luggage from TUMI, and more. Discover the Voyageur and Alpha Bravo collections on TUMI.com and in TUMI stores worldwide. Follow @TUMITravel on social media for exclusive behind-the-scenes campaign content.

About TUMI
Since its inception in 1975, TUMI has been developing premium products for business, travel, and performance, striving to enhance and simplify all aspects of mobile living. The brand seamlessly integrates outstanding functionality with innovative design, aiming to accompany individuals who live their passions and make significant impacts. For more information about TUMI, visit TUMI.com and find us on Instagram, TikTok, Facebook, and YouTube.