TUMI Launches Campaign 'Icons Tested' Featuring Global Ambassadors Lando Norris and Nelly Korda
TUMI, a renowned international lifestyle and travel accessory brand, has unveiled its latest campaign titled 'Icons Tested'. Launching on September 4, 2025, this initiative seeks to redefine the essence of what it means to be an icon in both fashion and performance. Spotlighting the journeys of professional golfer Nelly Korda and McLaren Formula 1 driver Lando Norris, the campaign explores themes of precision, discipline, and the relentless pursuit of excellence.
The campaign coincides with TUMI's 50th anniversary, specifically highlighting two of its most iconic backpacks: the Navigation Backpack from the Alpha Bravo series and the Celina Backpack from the Voyageur collection. Both designs marry functionality with modern elegance, crafted to effortlessly support the dynamic lifestyles of today’s travelers.
In an engaging film directed by Kiku Ohe, viewers are treated to captivating portraits shot by Simon Lipman. These visuals document Lando and Nelly during their moments of focus, drilling, and preparation, offering an unfiltered glimpse into the dedication that fuels their daily routines. This dedication mirrors the rigorous testing processes that TUMI applies to its product designs—every piece is crafted not only for aesthetic appeal but also for peak performance.
Victor Sanz, TUMI’s global creative director, expresses that becoming an icon is not instantaneous; it is achieved through continuous effort and evolution. He states, "At TUMI, this isn't merely a goal; it's our standard." Each product is designed to be tested and trusted, evolving alongside the customers who use them. TUMI endeavors to create products that deliver not just on performance but also enhance the user’s lifestyle, adapting as they move through their journeys.
The 'Icons Tested' program emphasizes ongoing improvement and discipline, reflecting TUMI's commitment to pushing design boundaries through continual refinement and real-world testing. It serves as a reminder that greatness is a journey earned through hard work rather than an entitlement.
Lando Norris remarked, "Consistency is key. The work never truly ends, regardless of the craft." His experiences on the track exemplify how TUMI's gear seamlessly keeps pace with him. Nelly Korda further added, "Being an icon doesn't solely define perfection; it’s about maintaining determination and deriving meaning from the moments that unfold over time."
Additionally, the campaign showcases other TUMI icons including collaborations with McLaren, featuring a capsule collection in Super Grey, inspired by the brand’s Supernova Silver. Other highlights include the lightweight 19 Degree Lite luggage and the versatile Just In Case™ collection.
The Navigation Backpack, now featuring a new coated canvas design in a navy shade, aims for everyday practicality and robust functionality, retailing from $550 to $750. Meanwhile, the lightweight and water-resistant Celina Backpack offers smart functions for easy transitions from daily routines to faraway travels, priced between $350 to $595.
To explore these collections and find out more about TUMI, visit TUMI.com or follow @TUMITravel for exclusive campaign related content. Since its inception in 1975, TUMI has been dedicated to creating world-class luxury accessories designed for business, travel, and performance, aimed at enhancing every aspect of travel life. By harmonizing flawless functionality with innovative spirit, TUMI continues to support active individuals as a lifelong partner on their journeys.
The campaign coincides with TUMI's 50th anniversary, specifically highlighting two of its most iconic backpacks: the Navigation Backpack from the Alpha Bravo series and the Celina Backpack from the Voyageur collection. Both designs marry functionality with modern elegance, crafted to effortlessly support the dynamic lifestyles of today’s travelers.
In an engaging film directed by Kiku Ohe, viewers are treated to captivating portraits shot by Simon Lipman. These visuals document Lando and Nelly during their moments of focus, drilling, and preparation, offering an unfiltered glimpse into the dedication that fuels their daily routines. This dedication mirrors the rigorous testing processes that TUMI applies to its product designs—every piece is crafted not only for aesthetic appeal but also for peak performance.
Victor Sanz, TUMI’s global creative director, expresses that becoming an icon is not instantaneous; it is achieved through continuous effort and evolution. He states, "At TUMI, this isn't merely a goal; it's our standard." Each product is designed to be tested and trusted, evolving alongside the customers who use them. TUMI endeavors to create products that deliver not just on performance but also enhance the user’s lifestyle, adapting as they move through their journeys.
The 'Icons Tested' program emphasizes ongoing improvement and discipline, reflecting TUMI's commitment to pushing design boundaries through continual refinement and real-world testing. It serves as a reminder that greatness is a journey earned through hard work rather than an entitlement.
Lando Norris remarked, "Consistency is key. The work never truly ends, regardless of the craft." His experiences on the track exemplify how TUMI's gear seamlessly keeps pace with him. Nelly Korda further added, "Being an icon doesn't solely define perfection; it’s about maintaining determination and deriving meaning from the moments that unfold over time."
Additionally, the campaign showcases other TUMI icons including collaborations with McLaren, featuring a capsule collection in Super Grey, inspired by the brand’s Supernova Silver. Other highlights include the lightweight 19 Degree Lite luggage and the versatile Just In Case™ collection.
The Navigation Backpack, now featuring a new coated canvas design in a navy shade, aims for everyday practicality and robust functionality, retailing from $550 to $750. Meanwhile, the lightweight and water-resistant Celina Backpack offers smart functions for easy transitions from daily routines to faraway travels, priced between $350 to $595.
To explore these collections and find out more about TUMI, visit TUMI.com or follow @TUMITravel for exclusive campaign related content. Since its inception in 1975, TUMI has been dedicated to creating world-class luxury accessories designed for business, travel, and performance, aimed at enhancing every aspect of travel life. By harmonizing flawless functionality with innovative spirit, TUMI continues to support active individuals as a lifelong partner on their journeys.
Topics Consumer Products & Retail）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.