#United States #New York #Lando Norris #Tumi #Nelly Korda

TUMI's Bold 'Icons Tested' Campaign

TUMI, a renowned brand in the realms of travel and lifestyle accessories, has unveiled its new campaign titled "Icons Tested." This initiative showcases global brand ambassadors Lando Norris, a prominent Formula 1 driver, and Nelly Korda, an acclaimed professional golfer. The campaign is not merely an advertisement; it embodies a philosophy that intertwines personal excellence with contemporary design, aptly reflecting TUMI's commitment to quality.

Exploring the Essence of Being Iconic

The slogan "Icons Tested" serves as a declaration on the nature of iconography itself. By portraying the disciplined routines of Norris and Korda, TUMI illustrates how true icons, much like their products, are shaped through rigorous practice and unyielding standards. The campaign emphasizes that being truly iconic demands perseverance and a continuous journey toward excellence.

Through the narratives of Norris and Korda, the campaign establishes a parallel between their relentless pursuit of performance and the meticulous testing each TUMI product undergoes before it reaches the market. Both are defined by an uncompromising attitude towards excellence, reinforcing TUMI's promise of durability and functionality in every piece they create.

Celebrating 50 Years of Innovation

As TUMI embarks on its 50th anniversary, the "Icons Tested" campaign spotlights two of the brand's hallmark products—the Navigation Backpack from the Alpha Bravo collection and the Celina Backpack from the Voyageur range. These backpacks are not just accessories; they are the fruition of thoughtful engineering and design prowess. Each bag is crafted to bridge style and practical application, offering features designed for the modern traveler.

The Navigation Backpack, available in an innovative Navy Coated Canvas, is lauded for its ability to merge everyday utility with cutting-edge design. Its price points range from $550 to $750, making it a luxurious yet functional option for users. Conversely, the Celina Backpack, retailing between $350 and $595, boasts lightweight water-resistant functionality while maintaining a sophisticated aesthetic suitable for transitioning from daily routines to long-distance travel.

Fusing Artistry and Precision

Directed by Kiku Ohe, the campaign's visual storytelling shines through its vivid imagery, captured by photographer Simon Lipman. This dynamic duo of films follows Norris and Korda as they perform their daily rituals, emphasizing the diligence that encapsulates success. As they train and prepare, the viewers are offered an intimate glimpse into the devotion that defines their careers, thus mirroring the rigorous quality control processes inherent to TUMI’s product development.

Victor Sanz, TUMI's Global Creative Director, articulates, "Being iconic doesn't come from a single moment, but from showing up, again and again, and evolving through the process." This quote encapsulates TUMI's ethos that goes beyond mere design; it signifies a commitment to being a steadfast companion through every journey. Every TUMI product is engineered not just for performance or visual appeal, but to resonate with and evolve alongside its owner.

Pursuing Greatness Through Challenges

The core message of "Icons Tested" lies in the everyday endeavor for growth and the discipline necessary for constant evolution. Through this campaign, TUMI honors those individuals who tirelessly pursue their ambitions, paralleling their journey with that of the products designed for them. Norris emphasizes the importance of consistency, stating, “The work never really stops, no matter the craft.” In a similar vein, Korda reflects on the vital role of having reliable companions—both in sports and in life, highlighting the emotional bond users share with their TUMI essentials.

Conclusion

In a nutshell, "Icons Tested" is a celebration of human tenacity and the relentless spirit behind every achievement. With this campaign, TUMI not only showcases its iconic collections such as the Navigation Backpack and Celina Backpack but also reinforces its dedication to craft and design excellence. The essence of TUMI’s offerings lies in their ability to keep up with those who dare to aspire and achieve. As the brand continues its journey, it invites all to explore its diverse collections available at TUMI.com and in retail outlets worldwide. Don't forget to follow @TUMITravel for exclusive insights into behind-the-scenes campaign content.