Mumbai: TUMI, an international travel, lifestyle, and accessories brand, has unveiled its latest campaign, “Icons Tested”, celebrating the pursuit of excellence and the relentless discipline that drives both elite athletes and TUMI’s design ethos.
The campaign is fronted by McLaren Formula 1 Team Driver Lando Norris and Professional Golfer Nelly Korda, who embody the spirit of performance, precision, and perseverance mirrored in TUMI’s products. Just as the athletes are tested at the highest levels of their sport, TUMI’s designs undergo rigorous testing to ensure uncompromising performance and timeless sophistication.
As part of the brand’s 50th anniversary celebrations, “Icons Tested” spotlights two of TUMI’s most iconic silhouettes: the Alpha Bravo Navigation Backpack in Navy Coated Canvas and the Voyageur Celina Backpack in Black/Gold. Both collections have been engineered for durability and refined for functionality, serving as trusted companions for individuals who consistently push their boundaries.
Directed by Kiku Ohe with portraits captured by Simon Lipman, the dual films showcase Lando and Nelly in their moments of focus, training, and repetition—paralleling TUMI’s process of design, testing, and refinement.
“Being iconic doesn’t come from a single moment, but from showing up, again and again, and evolving through the process,” said Victor Sanz, Global Creative Director. “At TUMI, that’s not just a goal — it’s our standard. Every TUMI piece is designed to be tested, trusted, and to grow with those who carry them. Not just built for performance or aesthetics, but to meet our customers where they are and move with them wherever they go.”
Reflecting on the campaign, Lando Norris shared, “Consistency is everything. The work never really stops, no matter the craft. I see it in how I perform on the track, and in how my TUMI essentials keep up with me, wherever I go.”
Nelly Korda added, “Being iconic isn’t defined by perfection. It’s about staying committed and finding meaning in the moments that build over time. The journey constantly shifts, reminding me why having trusted companions in those moments really matters.”
At its core, “Icons Tested” emphasizes not just peak performance, but the dedication and resilience that fuel continuous growth. It stands as a tribute to TUMI’s enduring commitment to crafting products that meet the demands of driven individuals while empowering them to rise to every moment.
