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A celebration of personal excellence and evolving design, brought to life through two of TUMI's most iconic product families.
NEW YORK, Sept. 4, 2025 /PRNewswire/ -- Today, international travel, lifestyle, and accessories brand TUMI debuts "Icons Tested", a bold campaign that explores what it means to be iconic. Told through the lens of McLaren Formula 1 Team Driver Lando Norris and Professional Golfer Nelly Korda, the campaign draws a clear parallel between the discipline, precision, and relentless testing that define their pursuit of excellence—the same rigor that TUMI applies to every design. Just as these athletes are pushed to perform at the highest level, TUMI's iconic products are engineered to do the same: tested to their limits to ensure uncompromising performance.
Continuing the brand's 50th anniversary year, the campaign spotlights two of TUMI's most iconic silhouettes: the Navigation Backpack from Alpha Bravo and the Celina Backpack from the Voyageur collection. Engineered for performance and thoughtfully refined through rigorous testing, each design merges functionality with modern sophistication, made to meet the demands of dynamic performers with ease and intention.
Directed by Kiku Ohe and featuring striking portraits photographed by Simon Lipman, the dual films follow Lando and Nelly through moments of focus, repetition, and preparation, offering an unfiltered look at the discipline behind their everyday regimens. Their journeys are mirrored by the meticulous process behind the creation of every TUMI product, where design, testing, and refinement are pushed to the same high standards.
"Being iconic doesn't come from a single moment, but from showing up, again and again, and evolving through the process," said Victor Sanz, Global Creative Director. "At TUMI, that's not just a goal — it's our standard." Every TUMI piece is designed to be tested, trusted, and to grow with those who carry them. Not just built for performance or aesthetics, but to meet our customers where they are and move with them wherever they go."
At its core, "Icons Tested" isn't just about elite performance—it's about the ongoing pursuit of growth and the discipline it takes to evolve. It reflects TUMI's commitment to pushing the boundaries of design through continuous refinement and real-world testing, recognizing that greatness is earned, not given. More than a celebration of success, it's a tribute to the journey and to the products built to endure it.
"Consistency is everything. The work never really stops, no matter the craft," said Lando Norris. "I see it in how I perform on the track, and in how my TUMI essentials keep up with me, wherever I go."
"Being iconic isn't defined by perfection. It's about staying committed and finding meaning in the moments that build over time," said Nelly Korda. "The journey constantly shifts, reminding me why having trusted companions in those moments really matters."
From repetition to refinement, "Icons Tested" honors those who show up, put in the work, and push the limits of performance. TUMI continues to design for the driven, crafting dynamic products that rise to every moment and empower the icon within.
PRODUCT HIGHLIGHTS
- Celina Backpack (Voyageur)
Lightweight and water-resistant, the Celina Backpack pairs elevated design with smart features that make it easy to move from daily routines to far-reaching travel.
Retail: $350-$595 - Navigation Backpack (Alpha Bravo)
Reimagined in a new Navy Coated Canvas material, the Navigation Backpack brings modern durability to a trusted TUMI silhouette. Designed for everyday utility and built to move with purpose.
Retail: $550-$750
Additional icons featured throughout the campaign include:
- TUMI | McLaren capsule in Super Grey, inspired by McLaren's Supernova Silver
- 19 Degree Lite, TUMI's lightest hardside luggage to date
- The signature 19 Degree Aluminum collection
- The packable and versatile Just In Case™ collection
Explore the Voyageur and Alpha Bravo collections now at TUMI.com and in TUMI stores worldwide.
Follow @TUMITravel for exclusive behind-the-scenes content from the campaign.
About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we're committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com and follow on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.
TUMI Media Contacts
Jerad Hulse | Jerad.Hulse@tumi.com
Karla Otto for TUMI | tumi@karlaotto.com
A celebration of personal excellence and evolving design, brought to life through two of TUMI's most iconic product families.
NEW YORK, Sept. 4, 2025 /PRNewswire/ -- Today, international travel, lifestyle, and accessories brand TUMI debuts "Icons Tested", a bold campaign that explores what it means to be iconic. Told through the lens of McLaren Formula 1 Team Driver Lando Norris and Professional Golfer Nelly Korda, the campaign draws a clear parallel between the discipline, precision, and relentless testing that define their pursuit of excellence—the same rigor that TUMI applies to every design. Just as these athletes are pushed to perform at the highest level, TUMI's iconic products are engineered to do the same: tested to their limits to ensure uncompromising performance.
Continuing the brand's 50th anniversary year, the campaign spotlights two of TUMI's most iconic silhouettes: the Navigation Backpack from Alpha Bravo and the Celina Backpack from the Voyageur collection. Engineered for performance and thoughtfully refined through rigorous testing, each design merges functionality with modern sophistication, made to meet the demands of dynamic performers with ease and intention.
Directed by Kiku Ohe and featuring striking portraits photographed by Simon Lipman, the dual films follow Lando and Nelly through moments of focus, repetition, and preparation, offering an unfiltered look at the discipline behind their everyday regimens. Their journeys are mirrored by the meticulous process behind the creation of every TUMI product, where design, testing, and refinement are pushed to the same high standards.
"Being iconic doesn't come from a single moment, but from showing up, again and again, and evolving through the process," said Victor Sanz, Global Creative Director. "At TUMI, that's not just a goal — it's our standard." Every TUMI piece is designed to be tested, trusted, and to grow with those who carry them. Not just built for performance or aesthetics, but to meet our customers where they are and move with them wherever they go."
At its core, "Icons Tested" isn't just about elite performance—it's about the ongoing pursuit of growth and the discipline it takes to evolve. It reflects TUMI's commitment to pushing the boundaries of design through continuous refinement and real-world testing, recognizing that greatness is earned, not given. More than a celebration of success, it's a tribute to the journey and to the products built to endure it.
"Consistency is everything. The work never really stops, no matter the craft," said Lando Norris. "I see it in how I perform on the track, and in how my TUMI essentials keep up with me, wherever I go."
"Being iconic isn't defined by perfection. It's about staying committed and finding meaning in the moments that build over time," said Nelly Korda. "The journey constantly shifts, reminding me why having trusted companions in those moments really matters."
From repetition to refinement, "Icons Tested" honors those who show up, put in the work, and push the limits of performance. TUMI continues to design for the driven, crafting dynamic products that rise to every moment and empower the icon within.
PRODUCT HIGHLIGHTS
- Celina Backpack (Voyageur)
Lightweight and water-resistant, the Celina Backpack pairs elevated design with smart features that make it easy to move from daily routines to far-reaching travel.
Retail: $350-$595 - Navigation Backpack (Alpha Bravo)
Reimagined in a new Navy Coated Canvas material, the Navigation Backpack brings modern durability to a trusted TUMI silhouette. Designed for everyday utility and built to move with purpose.
Retail: $550-$750
Additional icons featured throughout the campaign include:
- TUMI | McLaren capsule in Super Grey, inspired by McLaren's Supernova Silver
- 19 Degree Lite, TUMI's lightest hardside luggage to date
- The signature 19 Degree Aluminum collection
- The packable and versatile Just In Case™ collection
Explore the Voyageur and Alpha Bravo collections now at TUMI.com and in TUMI stores worldwide.
Follow @TUMITravel for exclusive behind-the-scenes content from the campaign.
About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we're committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com and follow on Instagram, TikTok, Facebook, and YouTube.
TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2025 Tumi, Inc.
TUMI Media Contacts
Jerad Hulse | Jerad.Hulse@tumi.com
Karla Otto for TUMI | tumi@karlaotto.com
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
TUMI DEBUTS "ICONS TESTED" CAMPAIGN STARRING GLOBAL BRAND AMBASSADORS LANDO NORRIS AND NELLY KORDA
TUMI DEBUTS "ICONS TESTED" CAMPAIGN STARRING GLOBAL BRAND AMBASSADORS LANDO NORRIS AND NELLY KORDA
ALULA, Saudi Arabia, Jan. 16, 2026 /PRNewswire/ -- Today marks the official opening of Desert X AlUla 2026, the landmark fourth edition of the international, open-air biennial exhibition. Arts AlUla, in collaboration with Desert X, welcomes visitors to experience a stellar line-up of Saudi and international multi-generational artists whose site-responsive earthworks, sculptures, and installations will engage in a powerful dialogue with the awe-inspiring landscapes and layered heritage of AlUla.
As a premier destination rich in ancient history and breathtaking nature, AlUla, located in Northwest Saudi Arabia, solidifies its position on the global stage as a dynamic, emerging land art destination with Desert X AlUla, the region's first public art biennale, and a key highlight of the AlUla Arts Festival.
The 2026 edition of Desert X AlUla brings together 11 acclaimed artists whose diverse works reflect a wide spectrum of ideas, materials, and traditions. From monumental kinetic sculpture to sound-based explorations above and below ground, each commission is deeply rooted in relationships to AlUla's distinctive environment, further cementing Desert X AlUla's reputation as a globally significant platform for site-responsive land art.
Desert X AlUla runs until February 28, 2026, as a cornerstone of the annual AlUla Arts Festival. Curated by Wejdan Reda, Zoé Whitley, with artistic direction by Neville Wakefield, and Raneem Farsi, its fourth edition explores 'Space Without Measure.' Inspired by Kahlil Gibran, the theme fosters contemplation of imagination within AlUla's natural settings. The exhibition, set in the desert canyons of AlUla, serves as a pre-opening programme for Wadi AlFann, offering a pivotal glimpse into AlUla's plans to create a permanent land art 'Valley of the Arts.'
Hamad Alhomiedan, Director of Arts & Creative Industries at the Royal Commission for AlUla (RCU), said: "At Desert X AlUla 2026, audiences will engage with art that deeply converses with AlUla's unique landscapes and rich heritage. These compelling commissions highlight AlUla's dynamic transformation into a major global destination, where ancient and contemporary expressions converge. This exhibition is part of our broader revitalisation of AlUla as a culturally rich destination to live, work and visit and integral to positioning AlUla in the global dialogue of contemporary art and as a precursor to monumental projects like Wadi AlFann."
Participating artist/artworks are:
- Sara Abdu, A Kingdom Where No One Dies: Contours of Resonance
- Mohammad Alfaraj, What was the Question Again?
- Mohammed AlSaleem, The Thorn, AlShuruf Unit, The Triangles, Flower Bud, and Al Ahilla (courtesy of Royal Commission for Riyadh City)
- Tarek Atoui, The Water Song
- Bahraini-Danish, Bloom
- Maria Magdalena Campos-Pons, Imole Red
- Agnes Denes, The Living Pyramid
- Ibrahim El-Salahi, Haraza Tree
- Basmah Felemban, Murmur of Pebbles
- Vibha Galhotra, Future Fables
- Héctor Zamora, Tar HyPar
For further information, please contact:
Sabrine.Shaw@bursonglobal.com
AlUlaArtsFestival@bursonglobal.com
Multimedia gallery:
High-resolution photos of all 11 artists and their artworks can be found here.
About AlUla and Arts AlUla
Located 1,100 km from Riyadh, in North-West Saudi Arabia, AlUla is a place of extraordinary natural and human heritage. The vast area, covering 22,561km², includes a lush oasis valley, towering sandstone mountains and ancient cultural heritage sites dating back thousands of years to when the Lihyan and Nabataean kingdoms reigned.
The most well-known and recognised site in AlUla is Hegra, the principal southern city of the Nabataean Kingdom and Saudi Arabia's first UNESCO World Heritage Site. AlUla is also home to ancient Dadan, the capital of the Dadan and Lihyan Kingdoms and considered to be one of the most developed 1st millennium BCE cities of the Arabian Peninsula, and Jabal Ikmah, an open air library of hundreds of inscriptions and writings in many different languages. AlUla Old Town Village, a labyrinth of more than 900 mudbrick homes was developed from at least the 12th century and has been revitalised as the vibrant hub for visitors and residents.
The creation of Arts AlUla within The Royal Commission for AlUla (RCU) is a commitment to crafting the next chapters in a millennia of artistic creation – celebrating cultural inheritance and shaping a future inspired by artists built be artists. The work of Arts AlUla seeks to preserve this legacy: fuse the old with the new; the local with the international, keeping the arts central to the spirit of AlUla as a place of extraordinary natural and human heritage.
Wadi AlFann, meaning 'Valley of the Arts,' will be a global cultural destination for land art, unveiling from 2028 onwards, where era-defining works by artists from around the world will be permanently sited in the monumental landscape of AlUla, the extraordinary desert region of north-west Saudi Arabia.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Desert X AlUla 2026: monumental land art exhibition opens in the ancient oasis of AlUla
