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

TUMI's Bold New Campaign

TUMI, the renowned international travel and lifestyle brand, has launched its latest initiative, the "Tested by Icons" campaign. This campaign is characterized by high aspirations and a deep exploration of what it means to be truly iconic. Featuring the dynamic perspectives of McLaren Formula 1 driver, Lando Norris, and professional golfer, Nelly Korda, TUMI draws a compelling connection between their disciplined approaches to excellence and the rigorous standards it employs in crafting its products.

At its core, the campaign emphasizes an important theme: just as these elite athletes strive for peak performance, so too are TUMI's renowned products designed for resilience, functionality, and top-tier quality. Each item undergoes strenuous testing to ensure it meets uncompromising benchmarks in durability and performance.

Spotlight on Iconic Designs

Celebrating the brand’s 50th anniversary, TUMI has put two of its most famed models front and center in this campaign: the Alpha Bravo Navigation Backpack and the Voyageur Celina Backpack. Both backpacks are meticulously crafted for top performance. They boast enhanced functionality while maintaining a thoroughly refined aesthetic, ensuring that they meet the needs of modern travelers.

The campaign is brought to life through two cinematic films directed by Kiku Ohe, showcasing portraits captured by Simon Lipman. Through these lenses, audiences witness Lando and Nelly as they embrace moments of focus, repetition, and preparation. The films aim to provide an unfiltered look at the discipline and dedication behind their daily routines. This also echoes the careful process behind every TUMI product, where design, testing, and refinement adhere to exacting standards.

Victor Sanz, TUMI's Global Creative Director, encapsulated the spirit of the campaign well: "You don’t become iconic overnight; it requires consistent reinvention and evolution." For TUMI, this commitment is not merely an objective; it forms the brand’s foundation. Each product is engineered to inspire confidence and adapt alongside the users—molded to meet not just performance and aesthetic desires but the practical needs of each traveler.

Continuous Growth and Innovation

The essence of the "Tested by Icons" campaign lies in emphasizing continual growth, highlighting the discipline required to adapt and evolve. As TUMI pushes the limits of design through persistent innovations and practical testing, it recognizes that greatness is earned through effort and dedication, not simply bestowed.

Norris articulates, "Consistency is everything. You must continually work, no matter what you do," reflecting on how this mindset is mirrored in both his performance on the track and through the essential gear provided by TUMI.

Korda adds, "Being iconic does not mean being perfect. It’s about commitment and finding significance in each moment along the journey." She underscores the importance of having reliable companions during unpredictable phases of a journey, reinforcing the narrative that TUMI’s products are designed to evolve with their owners through various life chapters.

Iconic Innovations

In addition to promoting the Celina and Navigation backpacks, the campaign also highlights various other iconic offerings from TUMI:
1. TUMI | McLaren capsule in Super Grey - Inspired by McLaren's Supernova Silver, this collection encapsulates high-performance design.
2. 19 Degree Lite - Known as TUMI's lightest hard case, this suitcase amalgamates strength with reduced weight.
3. 19 Degree Aluminium Collection - An impressive range built from high-grade materials ensuring durability and style.
4. Just In Case™ Collection - Versatile and easily packable, it's perfect for travelers who need adaptable storage solutions.

Explore and Connect

TUMI invites you to delve into its Voyageur and Alpha Bravo collections available online and across TUMI stores worldwide. Stay connected through @TUMITravel on social media for behind-the-scenes content from this groundbreaking campaign.

About TUMI

Since its inception in 1975, TUMI has dedicated itself to creating world-class luxury accessories, simplifying and enriching all facets of life. The products exemplify impeccable functionality and a meticulous attention to detail, positioning TUMI as a lifelong partner for travelers and professionals alike. For further information, visit TUMI.com and follow them on Instagram, TikTok, Facebook, and YouTube.