The U.S.-based travel and lifestyle label is teaming up with sports stars Lando Norris and Nelly Korda for the initiative.
U.S.-based travel and lifestyle brand Tumi is deepening its connections to the wide world of sports through its new marketing push. Starring British race car driver Lando Norris and American golfer Nelly Korda , the Icons Tested campaign compares the brand ambassadors’ top-level endurance and precision to the label’s products.
Performance is at the core of the program, with multiple product lines gaining the spotlight alongside the famous faces. “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 of Tumi, in a statement. “At Tumi, that's not just a goal – it's our standard,” Mr. Sanz said. “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.”The initiative is split across portraits captured by London-based photographer Simon Lipman and dual short films directed by Australian filmmaker Kiku Ohe. Each advertisement displays Mr. Norris and Ms. Korda training for their respective sports. Both athletes’ Tumi products are close by, taking the same hits and affected by the same adverse elements as their owners, such as rain and hard drops.Mr. Norris’ and Ms. Korda’s discipline and durability are applied to the Alpha Bravo and Voyageur collections by proxy, as the films also showcase the rigorous testing the pieces go through before landing in the hands of consumers. While performance is at the center of the initiative, the brand also connects the concept to refinement, as practice, training and iteration lead to evolution, both in sports and in luxury production.“It's about staying committed and finding meaning in the moments that build over time," she said. “The journey constantly shifts, reminding me why having trusted companions in those moments really matters.” The spotlighted selection, which also includes pieces from the Tumi x McLaren collaboration, as well as the 19 Degree luggage line, is available now in-store and on the brand’sWith the release of the Icons Test campaign, Tumi continues to engrain itself with modern sporting culture, previously collaborating with the PGA and LPGA, among other figures in the space. Meanwhile, the company has long held connections to the racing world, particularly Formula One, as Mr. Norris has represented the brand for several years as he competes for the McLaren team.French luxury conglomerate LVMH has followed Tumi’s lead, partnering with Formula One directly, with its most recent actions highlighting the Louis Vuitton, Tag Heuer and Moët Hennessy brands at the Italian Grand Prix in Monza ( Other luxury brands are also looking to get involved in the space through other activities, with Mercedes-AMG, the high-performance subsidiary of automaker Mercedes-Benz, and athletic apparel company adidas embarking on a collaborative project 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Featured Industry Sectors News Travel And Hospitality Kiku Ohe Lando Norris Luxury Luxury Advertising Luxury And Sports Luxury Daily Luxury Marketing Luxury News Luxury Travel Nelly Korda Simon Lipman Travel And Hospitality Tumi Tumi Alpha Bravo Tumi Icons Tested Tumi Lando Norris Tumi Nelly Korda Tumi Voyageur Victor Sanz
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