Cover Carry the mindset of constant improvement with these Tumi icons—engineered not only for performance, but to support every stage of your journey (Photo: courtesy of Tumi)
Carry the mindset of constant improvement with these Tumi icons—engineered not only for performance, but to support every stage of your journey (Photo: courtesy of Tumi)
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Tumi
Tumi’s new campaign highlights precision and refined engineering in bags made for those who move with purpose
In a year marking five decades of uncompromising craftsmanship, Tumi introduces its newest campaign, “Icons Tested,” a cinematic study in discipline, design and the hum of authority behind greatness. Fronted by global brand ambassadors Lando Norris, McLaren Formula 1 team driver and Nelly Korda, professional golfer and reigning icon of her sport, the campaign explores what it truly means to become iconic.
Directed by Kiku Ohe with powerful portraits captured by Simon Lipman, the campaign’s dual films follow Norris and Korda through moments of preparation and focus. These athletes embody the convergence of technology, precision and discipline. By aligning with two figures defined by technical mastery and winning instinct, the brand reinforces the message that its bags are not only beautifully designed but also engineered with the same pursuit of peak functionality. Their presence imprints the products with a spirit of innovation, proving that true luxury lies in function, resilience and intelligent construction, not merely aesthetic appeal.
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Above The Alpha Bravo Navigation Backpack—seen with Lando Norris—arrives in Navy Coated Canvas, offering modern utility built for days that don’t switch off (Photo: courtesy of Tumi)
The Alpha Bravo Navigation Backpack—seen with Lando Norris—arrives in Navy Coated Canvas, offering modern utility built for days that don’t switch off (Photo: courtesy of Tumi)
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Above Engineered for performance and reimagined in the durable Navy Coated Canvas, this is the trusted companion built to endure every demanding itinerary (Photo: courtesy of Tumi)
Engineered for performance and reimagined in the durable Navy Coated Canvas, this is the trusted companion built to endure every demanding itinerary (Photo: courtesy of Tumi)
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At the heart of the narrative are two emblematic silhouettes, such as the Alpha Bravo Navigation Backpack and the Voyageur Celina Backpack. The Navigation Backpack, now rendered in a striking Navy Coated Canvas, exemplifies modern utility and enduring strength. Its counterpart, the Celina Backpack in Black and Gold, offers a refined balance of lightness, structure and polished elegance. Together, they embody the philosophy of calibre and sophistication, not as opposing forces but complementary ideals. “Being iconic does not come from a single moment, but from showing up again and again and evolving through the process,” notes Victor Sanz, global creative director.
Above Where purpose meets precision, these Tumi essentials become companions for those who set their own pace—and their own standards (Photo: courtesy of Tumi)
Where purpose meets precision, these Tumi essentials become companions for those who set their own pace—and their own standards (Photo: courtesy of Tumi)
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Above Lightweight and water-resistant, the Celina backpack offers the perfect fusion of elevated design and smart functionality for seamless transition through your day (Photo: courtesy of Tumi)
Lightweight and water-resistant, the Celina backpack offers the perfect fusion of elevated design and smart functionality for seamless transition through your day (Photo: courtesy of Tumi)
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Norris speaks to the consistency required in his sport, saying, “The work never really stops. I see it in how I perform on the track and in how my Tumi essentials keep up with me, wherever I go.” Korda echoes this sentiment. “Being iconic is not defined by perfection. It is about staying committed and finding meaning in the moments that build over time.”
The campaign also highlights several signature collections, including the 19 Degree Aluminium and 19 Degree Lite luggage lines, the Tumi | McLaren capsule in Super Grey and the versatile Just In Case series. Each piece reflects the travel lifestyle’s mission to support individuals who move with intention and ambition.
Above In honour of TUMI’s 50th anniversary, these signature designs undergo rigorous testing to deliver performance without compromise (Photo: courtesy of Tumi)
In honour of TUMI’s 50th anniversary, these signature designs undergo rigorous testing to deliver performance without compromise (Photo: courtesy of Tumi)
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“Icons Tested” stands as a tribute to the journey toward excellence. It honours those who put in the work, who refine their craft and demand products capable of rising to every moment. Through this campaign, the premium luggage label reaffirms its legacy as a design house shaped by performance, momentum and the relentless pursuit of better.
Explore the Voyageur and Alpha Bravo collections at tumi.com and in Tumi boutiques worldwide. Join @TUMITravel for an exclusive look behind the campaign and experience the artistry and precision that define every iconic piece.
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Isa has been telling stories since the days of locked diaries and journals, a habit that evolved into blogging about books, cinema, and life’s small details. From the moment she first held a pen, writing has been her escape, an alternate lens of making sense of the world and its people. A film graduate, she lives life on her own terms independently, creatively, and with a fondness for romanticising the everyday, while pursuing solo travels and reflections that turn the world into prose.
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