Sport
TUMI DEBUTS "ICONS TESTED" CAMPAIGN STARRING GLOBAL BRAND AMBASSADORS LANDO NORRIS AND NELLY KORDA
Continuing the brand's 50 anniversary year, the campaign spotlights two of TUMI's most iconic silhouettes: the from Alpha Bravo and the from the Voyageur collection. Engineered for performance and thoughtfully refined through rigorous testing, each design merges functionality with modern sophistication, made to meet the demands of dynamic performers with ease and intention.
Directed by Kiku Ohe and featuring striking portraits photographed by Simon Lipman , the dual films follow Lando and Nelly through moments of focus, repetition, and preparation, offering an unfiltered look at the discipline behind their everyday regimens. Their journeys are mirrored by the meticulous process behind the creation of every TUMI product, where design, testing, and refinement are pushed to the same high standards.
"Being iconic doesn't come from a single moment, but from showing up, again and again, and evolving through the process," said "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."
At its core, "Icons Tested" isn't just about elite performance—it's about the ongoing pursuit of growth and the discipline it takes to evolve. It reflects TUMI's commitment to pushing the boundaries of design through continuous refinement and real-world testing, recognizing that greatness is earned, not given. More than a celebration of success, it's a tribute to the journey and to the products built to endure it.
"Consistency is everything. The work never really stops, no matter the craft," said . "I see it in how I perform on the track, and in how my TUMI essentials keep up with me, wherever I go."
"Being iconic isn't defined by perfection. It's about staying committed and finding meaning in the moments that build over time," said . "The journey constantly shifts, reminding me why having trusted companions in those moments really matters."
From repetition to refinement, "Icons Tested" honors those who show up, put in the work, and push the limits of performance. TUMI continues to design for the driven, crafting dynamic products that rise to every moment and empower the icon within.
Additional icons featured throughout the campaign include:
Explore the and collections now at and in .
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Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we're committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com and follow on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.
Jerad Hulse | Jerad.Hulse@tumi.com
Karla Otto for TUMI | tumi@karlaotto.com
Photo - https://mma.prnewswire.com/media/2742143/Tumi_INC_Lando_Norris.jpg
Photo - https://mma.prnewswire.com/media/2742144/Tumi_INC_Nelly_Korda.jpg
Logo - https://mma.prnewswire.com/media/2423872/TUMI_BLACK_Logo.jpg
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