Hong Kong – International travel, lifestyle, and accessories brand TUMI has introduced “Icons Tested,” a campaign that explores what it means to be iconic.
The campaign is presented through the perspectives of McLaren Formula 1 driver Lando Norris and professional golfer Nelly Korda.
It draws the parallels between the discipline, precision, and rigorous testing required in their sports and the standards applied to TUMI’s designs.
Marking the brand’s 50th anniversary year, the campaign highlights two of TUMI’s most recognised silhouettes: the Navigation Backpack from Alpha Bravo and the Celina Backpack from the Voyageur collection.
Both designs are engineered for performance and refined through testing to merge functionality with modern sophistication.
Victor Sanz, global creative director of TUMI, “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.”
Directed by Kiku Ohe with portraits photographed by Simon Lipman, the dual films follow Norris and Korda through moments of focus, repetition, and preparation.
Their routines are mirrored by the meticulous process behind every TUMI product, where design, testing, and refinement are held to the same high standards.
Sanz also described the campaign as a reflection of the brand’s philosophy of continual improvement.
“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,” he added.
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