Lando Norris And Nelly Korda Styles When Showing Off TUMI's Iconic Design Evolution

McLaren Formula 1 team racer, Lando Norris (Doc. TUMI)

JAKARTA Continuing the 50th anniversary celebration, TUMI highlighted the two most iconic silhouettes: Navigation Backpack from the Alpha Bravo and Celina Backpack collections from the Voyageur collection.

Tells through the perspective of McLaren Team Racer Formula 1, Lando Norris, and Professional Golfer Nelly Korda, this campaign highlights the continuous discipline, precision, and trials that define their search for the same standard 'standard' advantage that TUMI applies in each design.

Just like these athletes are encouraged to appear at the highest level, TUMI's iconic products are also engineered to do the same: tested to the limit to ensure performance without compromise.

This leading international brand for travel, lifestyle, and accessories launched "Icons Tested", a bold campaign exploring the meaning of being iconic.

Designed for performance and refined through rigorous trials, each design combines a function with modern sofliography created to meet the needs of dynamical individuals easily and with full purpose.

Nelly Korda (Doc. TUMI)

Directed by Kiku Ohe with stunning portraits by photographer Simon Lipman, the dual film features Lando and Nelly through focal moments, repetition, and preparation, providing an honest picture of discipline in their daily routine. Their journey reflects the thorough process behind every TUMI product, where design, testing, and refinement run with the highest standards.

"Being an iconic does not come from just one moment, but from consistency and evolution through the process," said Victor Sanz, Global Creative Director. In TUMI, it's not just a goal in addition to standards. Every TUMI product is designed to be tested, trusted, and grew with its owners. Not only built for performance or aesthetics, but to accompany customers wherever they are.

In essence, Icons Tested is not just about elite performances in addition to the continuous efforts to develop and the discipline needed in the process. This campaign reflects TUMI's commitment to pushing design boundaries through sustainable refinement and real-world testing, realizing that greatness is obtained, not given. More than just a celebration of success, it is a tribute to the journey and the products created to survive in it.

"Consistency is everything. Work never really stops, whatever the field is," said Lando Norris. I saw it on the race track, and also how TUMI products I could always follow wherever I went.

"Being iconic doesn't mean it's perfect. It's a matter of staying committed and finding meaning in the moments that continue to grow," said Nelly Korda. Travels always change, reminding me that having trusted companions at that moment is very meaningful.

From repetition to refinement, Icons Tested respect those present, work hard, and push for performance limits. TUMI continues to design for those who are pushed to advance, create dynamic products that are ready to face every moment and empower icons within its users.