TUMI, the global travel, lifestyle, and accessories brand, has launched its latest campaign, “Icons Tested”, a powerful tribute to discipline, endurance, and the relentless pursuit of excellence.
Fronted by McLaren Formula 1 driver Lando Norris and professional golfer Nelly Korda, the campaign draws a parallel between the athletes’ high-performance journeys and TUMI’s meticulous approach to design. Just as Norris and Korda are tested at the highest levels of sport, every TUMI product undergoes rigorous testing to guarantee exceptional durability, performance, and timeless sophistication.
As part of its 50th anniversary celebrations, TUMI is spotlighting two of its most iconic pieces: the Alpha Bravo Navigation Backpack in Navy Coated Canvas and the Voyageur Celina Backpack in Black/Gold. Both are engineered to deliver durability and versatility, serving as the perfect companions for ambitious individuals pushing personal and professional boundaries.
Directed by Kiku Ohe and photographed by Simon Lipman, the films follow Lando and Nelly in moments of intense focus and training – mirroring TUMI’s own process of design, testing, and refinement.
Victor Sanz, Global Creative Director at TUMI, stated:
“Being iconic is about showing up consistently and evolving through the process. Every TUMI piece is designed to be tested, trusted, and to grow with the individuals who carry them.”
Sharing their thoughts, Norris emphasized the importance of consistency, while Korda highlighted the journey and resilience behind every iconic moment.
At its heart, “Icons Tested” is more than a campaign – it’s a celebration of performance, perseverance, and the products that empower individuals to rise to every challenge.
