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

TUMI Launches Bold 'Icons Tested' Campaign

International travel and lifestyle brand TUMI has recently unveiled a captivating campaign named “Icons Tested” that delves into what it truly means to be iconic. Featuring global brand ambassadors Lando Norris, a prominent Formula 1 driver, and Nelly Korda, a professional golfer, the campaign draws fascinating parallels between their rigorous journeys towards excellence and TUMI's relentless pursuit of perfection in design.

The campaign highlights two of TUMI’s most revered products: the Navigation Backpack from the Alpha Bravo collection and the Celina Backpack from the Voyageur collection. Each item is imbued with a strong emphasis on performance and has undergone stringent testing to ensure it meets the dynamic needs of users. Through a combination of functionality and contemporary sophistication, these backpacks are crafted to facilitate the fast-paced lifestyles of their owners.

The artistic vision is captured vividly in a series of films directed by Kiku Ohe and photographed by Simon Lipman, portraying Lando and Nelly in moments of intense focus, repetition, and preparation. These portraits reveal the discipline necessary to achieve mastery, reflecting the meticulous process behind every TUMI product where design, testing, and refinement adhere to the highest standards.

Victor Sanz, the global creative director at TUMI, elaborates, “Becoming an icon isn’t about a single moment; it’s about continually presenting yourself and evolving over time.” At TUMI, this pursuit is not merely a goal, but a core standard embedded in their design philosophy. Each product created is not just about durability or aesthetics—it’s designed to evolve alongside those who carry it, seamlessly integrating into their journeys, no matter where they might travel.

The essence of “Icons Tested” transcends elite performance; it represents the enduring effort to grow and the discipline crucial for advancement. TUMI remains committed to pushing the boundaries of design through ongoing innovation and real-world testing, firmly believing that greatness is earned, not bestowed.

Lando Norris expressed, “Consistency is everything. The work never stops, regardless of the field,” echoing the sentiment that he experiences on the racetrack as well as through the reliability of his TUMI essentials.

Nelly Korda added, “Being an icon doesn’t mean being perfect. It’s about staying true to yourself and finding meaning in the moments that unfold over time.” The campaign celebrates those who showcase themselves, work hard, and continually push the limits of performance. TUMI's ongoing endeavor to design products for ambitious individuals results in dynamic offerings that stand the test of time, embodying the essence of an icon.

Product Highlights

1. Celina Backpack (Voyageur)
A lightweight and waterproof backpack that elegantly fuses style with practicality, adapting easily from daily use to far-reaching travels.
Retail Price: $350–595

2. Navigation Backpack (Alpha Bravo)
Crafted from new Navy Coated Canvas, this bag reimagines TUMI's iconic silhouette with modern durability, designed for everyday use and effortless transport.
Retail Price: $550–750

Besides these renowned pieces, the campaign showcases other standout items like the TUMI | McLaren collection, inspired by McLaren's Supernova Silver, and the incredibly lightweight 19 Degree Lite range of hardshell luggage.

Explore the Voyageur and Alpha Bravo collections now at TUMI.com and at TUMI stores worldwide. Follow @TUMITravel on social media for exclusive behind-the-scenes insights into the campaign.

About TUMI

Since its inception in 1975, TUMI has been creating world-class luxury accessories designed to enhance, simplify, and embellish travel experiences. We unite impeccable functionality with an inventive spirit, dedicated to supporting our customers as lifelong partners in their pursuits. For more information about TUMI, visit TUMI.com and follow us on Instagram, TikTok, Facebook, and YouTube.