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

TUMI's 'Icons Tested' Campaign: A Celebration of Excellence

In a striking new campaign unveiled by the international travel and lifestyle brand TUMI, the concept of what it means to be an icon takes center stage. Titled 'Icons Tested,' this initiative features global brand ambassadors Lando Norris, a Formula 1 driver, and professional golfer Nelly Korda, both representing the brand's dedication to excellence and design evolution.

The Idea Behind 'Icons Tested'

The campaign's narrative draws parallels between Norris and Korda's rigorous training regimes and TUMI’s meticulous approach to product design. Both athletes exhibit discipline and precision in their respective sports, akin to the exacting standards TUMI applies in creating its accessories. Just as Norris and Korda push themselves to excel on the racetrack and on the golf course, TUMI’s products are developed to withstand extensive testing, ensuring reliability and performance under pressure.

Highlighting Iconic Products

As TUMI celebrates its 50th anniversary, the focus of the campaign is prominently placed on two of its most recognizable lines: the Alpha Bravo Navigation Backpack and the Voyageur Celina Backpack. These backpacks have been designed not only for aesthetic appeal but also functional performance, suitable for dynamic individuals/consumers.

• - Alpha Bravo Navigation Backpack: Outfitted in a new navy coated canvas, this modernized silhouette underscores durability for daily use and purposeful movement. Prices range from €550 to €750.
• - Voyageur Celina Backpack: A light, water-resistant design, the Celina seamlessly transitions from everyday tasks to extended travels, priced between €350 and €490.

These pieces exemplify TUMI’s commitment to creating functional yet stylish products, ideal for athletes and adventurers alike.

Behind the Lens

Helmed by director Kiku Ohe and featuring stunning portraits shot by Simon Lipman, 'Icons Tested' offers an intimate glimpse into the routines of Norris and Korda. The campaign takes us through their moments of focus, repetition, and preparation, showcasing the discipline that lies at the core of their daily lives. The commitment these two icons demonstrate resonates in the deliberate design process of TUMI products—where creativity, testing, and refinement align with uncompromising standards.

A Statement from TUMI's Creative Director

Victor Sanz, TUMI's global creative director, emphasizes the essence of being iconic: “It is not about a single moment, but the continuous evolution and commitment to excellence.” At TUMI, products are not merely designed for utility; they are meant to grow alongside those who use them, providing unparalleled support and friendship throughout their journeys.

The Essence of Growth and Discipline

Ultimately, 'Icons Tested' transcends mere product performance; it encompasses the relentless pursuit of growth and discipline that individuals like Norris and Korda embrace. TUMI’s ongoing dedication to pushing design boundaries through continual innovation and real-world testing reflects the fact that true greatness requires effort and perseverance.

As Lando Norris puts it, “Consistency is everything. The work never stops, regardless of the specialty.” Nelly Korda similarly articulates, “Being an icon is not about freedom from mistakes but about staying committed and finding meaning through the experiences forged over time.”

Discover TUMI's Offerings

The campaign also introduces additional iconic products like the TUMI | McLaren capsule in Super Grey, inspired by McLaren's Supernova Silver, as well as the ultra-lightweight 19 Degree Lite hard shell suitcase and the classic 19 Degree Aluminum collection. Explore more unique offerings from TUMI at their website, TUMI.com, or visit their physical stores worldwide. More exclusive behind-the-scenes content from the campaign can be found by following TUMI on social media @TUMITravel.

About TUMI

Established in 1975, TUMI designs luxury essentials crafted for business, travel, and high performance. The brand is committed to enhancing and beautifying every aspect of life in motion, combining impeccable functionality with a spirit of ingenuity. More information can be found at TUMI.com, alongside engagement on Instagram, TikTok, Facebook, and YouTube.