Premium travel and lifestyle brand TUMI has unveiled its latest global campaign, Icons Tested, a bold tribute to personal excellence and evolving design. The campaign features McLaren Formula 1 driver Lando Norris and world-class golfer Nelly Korda, both of whom bring the concept to life through stories of discipline, performance, and precision.

The campaign explores what it truly means to be “iconic” — not as a title earned in a single moment, but through repetition, preparation, and refinement. These same values are applied to TUMI’s design philosophy, where each product is tested rigorously to meet the highest standards.

As part of TUMI’s 50th anniversary celebrations, Icons Tested highlights two signature products: the Navigation Backpack from the Alpha Bravo collection and the Celina Backpack from the Voyageur line. Each piece is engineered for performance and sophistication, made to support modern lifestyles with functional, durable design.

Directed by Kiku Ohe and captured by photographer Simon Lipman, the campaign’s dual films follow Norris and Korda through behind-the-scenes moments of routine and focus, drawing parallels between their pursuit of excellence and the demands placed on TUMI products.

“Being iconic doesn’t come from a single moment, but from showing up, again and again,” said Victor Sanz, TUMI’s Global Creative Director. “Every TUMI piece is tested, trusted, and refined to grow with those who carry them.”

“Consistency is everything,” added Lando Norris. “I see it in how I perform on the track, and in how my TUMI essentials keep up with me.” Nelly Korda echoed the sentiment: “Being iconic isn’t about perfection. It’s about commitment and evolution.”

At its heart, Icons Tested is a celebration not only of success, but of the continuous journey it takes to achieve it — a message that speaks to TUMI’s core design ethos and those who push themselves to perform, every day.