The brand&rsquo;s latest campaign, &ldquo;Icons Tested,&rdquo; pairs the worlds of high-speed precision and poised performance &mdash; spotlighting icons who, much like TUMI itself, are built to endure.

When you look up the word icon, it isn&rsquo;t something to use lightly. It signifies presence, permanence, mastery &mdash; the kind of resonance that endures beyond moments or trends. To be iconic is to be unwavering in pursuit, to hold your course no matter the conditions. It&rsquo;s why TUMI&rsquo;s latest campaign, &ldquo;Icons Tested,&rdquo; taps two figures who embody the modern definition of excellence: McLaren Formula 1 Team Driver Lando Norris and Professional Golfer Nelly Korda.
Marking its 50th anniversary, TUMI distills the essence of being an icon through the lens of performance and perseverance. Norris and Korda, each at the peak of their disciplines, mirror the same focus, discipline, and endurance that define TUMI&rsquo;s craft. Directed by Kiku Ohe and captured by Simon Lipman, the campaign traces the athletes through moments of repetition, training, and resolve, revealing that greatness isn&rsquo;t found in flashes of perfection but in the quiet rhythm of refinement.

Just as Lando and Nelly perfect their performance through precision, TUMI&rsquo;s pieces are tested to their limits, and built to withstand every sprint, spin, and stretch of modern life. Central to the campaign are two icons reimagined for today&rsquo;s movers: the Alpha Bravo Navigation Backpack, seen on Norris, and the Voyageur Celina Backpack, carried by Korda. The former, rendered in a sleek navy coated canvas, fuses durability with a contemporary edge, an ideal companion for life lived in motion. The latter, lightweight and water-resistant, channels effortless sophistication, transitioning seamlessly from everyday routines to global travel.
Both designs speak to TUMI&rsquo;s philosophy: functionality elevated to art, performance softened by refinement. As Victor Sanz, TUMI&rsquo;s Global Creative Director, explains, &ldquo;Being iconic doesn&rsquo;t come from a single moment, but from showing up again and again, and evolving through the process.&rdquo;
That pursuit of evolution extends beyond backpacks. &ldquo;Icons Tested&rdquo; also spotlights the TUMI | McLaren capsule in Super Grey, the ultra-light 19 Degree Lite, the sculptural 19 Degree Aluminum, and the packable Just In Case&trade; collection &mdash; each an emblem of TUMI&rsquo;s commitment to relentless refinement.

For Norris, consistency is the measure of greatness. &ldquo;The work never really stops, no matter the craft,&rdquo; he says. &ldquo;I see it in how I perform on the track, and in how my TUMI essentials keep up with me, wherever I go.&rdquo; Korda echoes his sentiment: &ldquo;Being iconic isn&rsquo;t defined by perfection. It&rsquo;s about staying committed and finding meaning in the moments that build over time.&rdquo;
As it enters its fifth decade, TUMI continues to redefine travel luxury for a generation that values endurance over excess. Its silhouettes &mdash; sleek, recognizable, and built to last &mdash; have become status symbols for those who live on the move. Like the icons who carry them, these pieces evolve with every journey, proof that longevity and style can, in fact, coexist.
Because in a world where the word iconic is overused, TUMI remains one of the few brands that truly earn it. After all, being iconic isn&rsquo;t about arrival. It&rsquo;s about how you get there.

TUMI Redefines What It Means to Be an Icon With Lando Norris and Nelly Korda

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