TUMI’s Icons Tested Campaign: A New Era of Travel Excellence
Published on September 6, 2025
New York City is buzzing with excitement as TUMI unveils its latest campaign, "Icons Tested," featuring global ambassadors Lando Norris and Nelly Korda. This initiative celebrates the intersection of high-performance travel and the relentless pursuit of excellence, embodying the discipline and refinement that define world-class athletes. As TUMI marks its 50th anniversary, this campaign highlights the brand’s commitment to crafting travel essentials that are not only stylish but also engineered to withstand the rigors of modern life.
Celebrating Iconic Design
At the heart of the "Icons Tested" campaign are two of TUMI’s most celebrated products: the Alpha Bravo Navigation Backpack and the Voyageur Celina Backpack. Both bags exemplify TUMI’s meticulous attention to detail, combining functionality with sophisticated design. The Navigation Backpack, reimagined in Navy Coated Canvas, is perfect for those who value both style and practicality. Meanwhile, the Voyageur Celina Backpack stands out with its lightweight, water-resistant structure, making it an ideal companion for both daily tasks and long-haul journeys.
The Art of Performance
The campaign goes beyond mere product promotion; it delves into the artistry and dedication behind TUMI’s creations. Featuring artwork from elite athletes, "Icons Tested" captures the essence of what it means to be iconic. The portraits of Norris and Korda, skillfully shot by Simon Lipman and directed by Kiku Ohe, emphasize the focus and discipline required to excel in their respective fields. Just as these athletes train rigorously, TUMI applies the same intensity to its product development, ensuring that every item is crafted to meet the demands of travel and professional life.
A Philosophy of Excellence
Victor Sanz, TUMI’s Global Creative Director, articulates the campaign’s philosophy: it is not merely about being iconic in a moment but about the evolution and consistency that define true excellence. TUMI aims to place its customers at the center of its design process, creating products that evolve alongside them. This commitment to quality ensures that TUMI’s offerings are not just travel accessories but lifelong companions.
Signature Travel Essentials
The campaign also introduces the McLaren-inspired Super Grey TUMI | McLaren capsule, along with the ultra-light 19 Degree Lite hardside luggage and the renowned 19 Degree Aluminum collection. These pieces further solidify TUMI’s reputation for marrying refined craftsmanship with outstanding performance. Each item is designed to enhance the travel experience, providing both style and functionality.
The Personal Touch of Travel
Through "Icons Tested," TUMI seeks to highlight the importance of loyal partnerships in the travel experience. Lando Norris emphasizes the consistency that comes from thorough preparation, paralleling TUMI’s commitment to being a reliable companion for travelers. Nelly Korda adds that being iconic involves dedicating oneself to a process rather than chasing unattainable ideals. TUMI’s travel accessories are designed to support significant engagements, where both functionality and elegance are paramount.
Merging Lifestyle with Travel
For years, TUMI has maintained its status as a leader in travel, lifestyle, and performance accessories. The "Icons Tested" campaign encapsulates the brand’s signature elegance while addressing the practical needs of modern travelers. Whether navigating between meetings, waiting in airport terminals, or exploring new cities, TUMI ensures that comfort, organization, and sophistication accompany every step.
The Importance of Travelers
In a world where travel demands are constantly evolving, "Icons Tested" reassures customers that their essentials are built to last. From initial design to material selection and rigorous testing, TUMI prioritizes peace of mind for travelers navigating busy schedules. The campaign illustrates TUMI’s mission to empower travelers with a seamless routine or extraordinary experiences, offering convenience, style, and durability.
Looking Ahead
The "Icons Tested" campaign is a glimpse into the future of luxury travel accessories, blending storytelling with functionality and design. By collaborating with global ambassadors, TUMI continues to inspire travelers to pursue excellence while carrying essentials that align with their lifestyles. The brand emphasizes that true luxury lies in reliability, performance, and personal significance.
With TUMI, travelers can embark on their journeys equipped to tackle any personal or professional endeavor that lies ahead. The focus remains on the travel experience and the value of the journey, reinforcing the idea that real luxury is found in the quality and meaning of the items we choose to carry.
