50 years of innovation, precision and design-together with the global brand ambassadors Lando Norris (Formula 1 driver) and Nelly Korda (Profigolferin), illuminates the Premium travel and lifestyle brand Tumi, which it means to be an icon.
Lando Norris and Nelly Korda are not only top athletes: inside, but also symbols for resistance and continuous development. From its perspective, the new campaign shows the parallels between sporty discipline, precision and the tireless striving for perfection – the same principles that Tumi is based on its products. Since its foundation in 1975, the brand has stood for quality, innovation and design, which not only convinces functional, but also aesthetically. This philosophy manifests itself in the current campaign, which focuses on the iconic models navigation backpack from the Alpha Bravo collection and Celina Backpack from the Voyageur series.
Just like the athlete: explore its borders inside, Tumi products are also tested in detail in order to guarantee uncompromising performance. Both models are testimonies of the well thought-out design and timeless sophistication that make Tumi products unmistakable.
Celina backpack
The Celina Backpack is made of light, water -repellent tissue and combines elegant design with functional details – ideal for the transition between everyday life and long -distance trip. The prices are between EUR 350 and 490.
“Being an icon does not mean being perfect. It is about staying committed and finding meaning in the moments. The journey is constantly changing – and it reminds me of how important trustworthy companions are.” – Nelly Korda
Navigation backpack
Newly interpreted with navy blue coated canvas, the navigation backpack offers modern durability based on a proven design. Developed for the daily challenges, the model combines functionality and resistance in an iconic look. The prices are between 550 and 750 EUR.
Norris, who is known for its precision and speed on the race track, explains: “Consistency is everything. I see it from my performance on the racetrack-and in the fact that my Tumi essentials accompany me everywhere.”
“You don’t get an icon through a single moment, but through consistent presence and constant further development,” explains Victor Sanz, Global Creative Director of Tumi. The new campaign underlines: true size is not simply given – it is deserved by continuous exertion and innovation. She celebrates the values that Tumi shaped since its foundation: resistance, innovation and excellence.
The campaign honors all those who are continuously showing, take responsibility and redefine the limits of the possible – from repetition to perfection. With the support of Lando Norris and Nelly Korda, this message is spread worldwide and inspires people to become their own icons. Icons Tested is not only a celebration of success, but also an appreciation of the way there – and the products that accompany this path.