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

TUMI's ‘Icons Tested’ Campaign

On September 4, 2025, TUMI, the renowned global travel and lifestyle brand, proudly announced the launch of its latest campaign, ‘Icons Tested’. This innovative initiative explores the true meaning of being iconic and highlights the brand's dedication to excellence and evolution in product design.

The Faces Behind the Campaign

Lando Norris, a leading driver for McLaren in Formula 1, and Nelly Korda, a celebrated golfer, serve as the faces of this campaign. Their selection emphasizes the clear similarities between TUMI and these elite athletes, both striving for the pinnacle of success in their respective fields. For Norris and Korda, excellence is defined by discipline, precision, and continual challenges, mirroring TUMI’s unwavering commitment to refining every product it offers. Together, they channel a shared goal of pushing boundaries and achieving outstanding results.

Celebrating Iconic Products

The ‘Icons Tested’ campaign not only showcases TUMI's outstanding representatives but also highlights the brand's most iconic products: the Navigation Backpack from the Alpha Bravo collection and the Celina Backpack from the Voyageur line. Each backpack has undergone extensive testing to ensure it meets the highest standards of functionality and style, appealing to dynamic consumers who prioritize both form and function.

Kiku Ohe directed the campaign, featuring compelling visuals by Simon Lipman that portray snippets of Lando and Nelly's lives. These captures emphasize their focus, organization, and constant preparation, showcasing the very essence of their discipline. The meticulous process of creating each TUMI product parallels the high standards reflected in sports, demonstrating dedication at every level.

Insight from TUMI's Creative Director

Victor Sanz, TUMI's Global Creative Director, mentioned, “Becoming an icon is not something that happens overnight; it’s a process that takes years of consistency and evolution. For TUMI, being iconic is a standard, not an end goal. Each product must pass the test of quality and customer trust, evolving alongside their needs.” This message encapsulates the essence of the ‘Icons Tested’ campaign, which speaks to more than just competitive elitism; it focuses on ongoing development and the discipline required for long-term change.

The campaign underlines TUMI’s commitment to push design boundaries through constant improvement and real-world testing. It highlights that greatness is earned through effort, making this campaign a tribute not simply to achievement but to the journey undertaken to reach it and to the products designed to support enduring adventures.

Quotes from Lando Norris and Nelly Korda

Norris stated, “Consistency is key. Striving for excellence is a continuous endeavor, no matter what area of life it involves. I see that in my achievements on the track and how TUMI accessories adapt to my needs wherever I go.” Korda added, “Being an icon isn’t about perfection; it’s about consistency and finding meaning in the little steps that make up a greater whole. The journey involves constant change, and the most important companions are the trusted ones.”

The ‘Icons Tested’ campaign celebrates those who remain dedicated and engaged, continuously pushing the limits of excellence through persistent effort and constant improvement in even the smallest details. TUMI’s offerings are aimed at those characterized by determination, providing dynamic products that excel in every situation, unlocking the potential of every individual.

Featured Products

• - Celina Backpack (Voyageur Collection): A lightweight, waterproof backpack that seamlessly blends elegant design with smart features, making it perfect for both everyday use and faraway travels. Price Range: $350–$595.
• - Navigation Backpack (Alpha Bravo): This new iteration, crafted from Navy Coated Canvas, injects modern appeal into the well-known TUMI silhouette, designed for daily use by those who know where they are going and what they want to achieve. Price Range: $550–$750.

Additionally, the campaign will feature iconic products including:

• - TUMI | McLaren Capsule Collection in Super Grey, inspired by the finish of McLaren's Supernova Silver vehicles.
• - 19 Degree Lite, TUMI's lightest hard-shell luggage.
• - The classic 19 Degree Aluminum Collection.
• - Versatile Just In Case™ bags.

The Voyageur and Alpha Bravo collections are currently available for purchase on TUMI.com and at TUMI retail locations worldwide. Customers are encouraged to follow @TUMITravel on social media for exclusive behind-the-scenes content from the campaign.

About TUMI

Since 1975, TUMI has been producing premium travel and business products, creating luxurious items that enhance and simplify every aspect of life on the go. Combining functionality with ingenuity, the brand is dedicated to elevating the travel experience for dynamic individuals pursuing their passions. For more information about TUMI, visit TUMI.com and follow their social media channels on Instagram, TikTok, Facebook, and YouTube. TUMI and its logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.