TUMI Launches “Icons Tested” 50th Anniversary Campaign with Lando Norris and Nelly Korda

International travel, lifestyle, and accessories brand TUMI has launched “Icons Tested,” a visually bold, high-concept campaign examining what it really means to be iconic in today’s world. The campaign features Lando Norris, McLaren Formula 1 Team Driver, and Nelly Korda, professional golfer and Olympic gold medalist, as dual brand ambassadors, selected for their relentless pursuit of excellence, discipline, and the boundary-pushing mentality that shapes both their sport and TUMI’s approach to design.

The Icons Tested Concept: Endurance Beyond the Podium

Celebrating its 50th anniversary, TUMI’s “Icons Tested” campaign is less about singular achievement and more about the process, ritual, repetition, spit-polished refinement, and constant challenge. Each film in the campaign (directed by Kiku Ohe) and every portrait (shot by Simon Lipman) trace the intensity and focus in Norris’ and Korda’s routines, paralleling the brand’s own obsessive design and real-world testing that define every product.

The campaign asserts that true icons, whether on track, green, or on the go, are those who show up, evolve, and grow from every test. “Consistency is everything. The work never really stops, no matter the craft,” says Norris, whose 2024 and 2025 racing wins exemplified the mindset TUMI seeks in its engineering and style. For Korda, “Being iconic isn’t defined by perfection. It’s about staying committed and finding meaning in the moments that build over time.”.

Campaign Product Highlights: Icons Put to the Test

Celina Backpack (Voyageur Collection)

Lightweight and water-resistant, the Celina Backpack (seen with Nelly Korda) features elevated styling and smart compartments for seamless shifts from work to global travel. Price: $350–$595.
Built to withstand daily demands and test after test, making it a mainstay for performers, athletes, and professionals alike.

Navigation Backpack (Alpha Bravo Collection)

Reimagined in Navy Coated Canvas, the Navigation Backpack (prominently featured with Norris) brings advanced durability, modular utility, and the trusted TUMI silhouette to everyday movement. Price: $550–$750.
Engineered to endure movement from the paddock to the airport, or any urban adventure.

Other Icons Featured

TUMI | McLaren Capsule, limited in Super Grey (inspired by McLaren’s Supernova Silver), celebrates the ongoing partnership with McLaren Racing.
19 Degree Lite, the brand’s lightest hardside luggage collection, and 19 Degree Aluminum, the signature architectural classic, are spotlit for jetsetters wanting premium protection and style.
Just In Case Collection: Collapsible, multi-use, and ready for whatever the road (or sky) throws at you.

All featured collections and new arrivals are available at TUMI.com and TUMI stores worldwide. For exclusive campaign content, @TUMITravel on Instagram is the go-to source for behind-the-scenes moments and ambassador journeys.

Leadership and Vision: Performance Embedded in Design

“TUMI stands for more than a name,” says Victor Sanz, TUMI’s Global Creative Director. “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, as Sanz puts it, “designed to be tested, trusted, and to grow with those who carry them. Not just built for performance or aesthetics, but to move with customers wherever they go.”.

Campaign Impact: Redefining Luxury, Mobility, and Endurance

“Icons Tested” is not just a celebration of TUMI’s half-century legacy, but a bold statement about purpose-driven luxury: where technology, real-world trials, and iconic collaborators merge to create the gear for a generation that’s never satisfied with “good enough.” It signals to travelers, athletes, and leaders who push through limits that TUMI is their everyday essential, up for every test, every day, with them.