TUMI has launched “Icons tested”, a campaign that explores the discipline and precision behind both elite athletes and its products.
Starring McLaren Formula 1 driver Lando Norris and professional golfer Nelly Korda, the campaign draws a clear parallel between their relentless pursuit of excellence and the rigorous testing that defines TUMI’s iconic luggage and accessories.
Part of TUMI’s 50th anniversary celebrations, the campaign highlights two of its most recognised silhouettes: the Navigation backpack from the ‘Alpha Bravo’ collection and the Celina backpack from ‘Voyageur’.
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Engineered for performance, these designs merge functionality with modern sophistication, built to meet the demands of dynamic users with ease and intention, according to the brand.
Directed by Kiku Ohe and captured in striking portraits by Simon Lipman, the dual films follow Norris and Korda through moments of preparation, repetition, and focus, offering an unfiltered look at the discipline behind their routines. Their journeys mirror the meticulous process behind every TUMI product, where design, testing, and refinement are pushed to the highest standards.
“Icons tested” reflects TUMI’s commitment to pushing the boundaries of design through continuous refinement and real-world testing. More than a celebration of success, the campaign is a tribute to the journey and to the products built to endure it.
Featured throughout are additional icons such as the TUMI McLaren capsule in super grey, inspired by McLaren’s Supernova silver, the 19 degree lite hardside luggage, the signature 19 degree aluminum collection, and the packable and versatile ‘Just in case’ collection.
The campaign is live globally across TUMI stores and online, with exclusive behind-the-scenes content available on TUMI’s social channels.
“Being iconic doesn’t come from a single moment, but from showing up, again and again, and evolving through the process. 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,” said Victor Sanz, global creative director at TUMI.
Speaking on the campaign, Norris said, “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.”
In tandem, Korda said, “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.”
“Icons Tested” follows TUMI’s recent unveiling of Chinese actor Wei Daxun as its new Asia-Pacific brand ambassador in July, coinciding with the opening of its new Shanghai flagship store earlier that month.
With 29 million followers on Weibo, Wei has captivated audiences across Asia with his versatility, charisma, and sincerity, earning critical acclaim and lasting fan admiration. Driven by professionalism, discipline, and a relentless pursuit of excellence, Wei embodies the values that have defined TUMI for the past 50 years: precision, creativity, and a spirit of constant forward motion.
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