\n TUMI has launched \u201cIcons tested\u201d, a campaign that explores the discipline and precision behind both elite athletes and its products.
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\n 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\u2019s iconic luggage and accessories.
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\n Part of TUMI\u2019s 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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Don’t miss:\u00a0TUMI celebrates shared journey with consumers in anniversary campaign<\/a><\/p>\n
Featured throughout are additional icons such as the TUMI McLaren capsule in super grey, inspired by McLaren\u2019s Supernova silver, the 19 degree lite hardside luggage, the signature 19 degree aluminum collection, and the packable and versatile ‘Just in case’ collection.
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\u201cBeing iconic doesn\u2019t come from a single moment, but from showing up, again and again, and evolving through the process. At TUMI, that\u2019s not just a goal \u2014 it\u2019s 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.\u00a0<\/p>\n 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.”<\/p>\n In tandem, Korda said, “Being iconic isn\u2019t defined by perfection. It\u2019s 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.\u201d<\/p>\n \u201cIcons Tested\u201d follows TUMI\u2019s recent unveiling of Chinese actor Wei Daxun<\/a> as its new Asia-Pacific brand ambassador in July, coinciding with the opening of its new Shanghai flagship store earlier that month. <\/p>\n 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.<\/p>\n Accelerate your brand\u2019s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24\u201325 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.<\/p>\n Related articles:\u00a0
\n 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.
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\n 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.
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\n \u201cIcons tested\u201d reflects TUMI\u2019s 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. <\/p>\n
\n The campaign is live globally across TUMI stores and online, with exclusive behind-the-scenes content available on TUMI\u2019s social channels.\u00a0
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TUMI captures Lando Norris’ playful spirit in new campaign, refreshes HK stores<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"
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