Tumi debuts campaign starring Formula 1's Lando Norris

International travel, lifestyle, and accessories brand TUMI has debuted Icons Tested, a bold campaign that explores what it means to be iconic, directed by Kiku Ohe through Superprime.

Told through the lens of McLaren Formula 1 Team Driver Lando Norris, the campaign draws a parallel between the discipline, precision, and relentless testing that define their pursuit of excellence, and 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.

The film follows Lando through moments of focus, repetition, and preparation, offering an unfiltered look at the discipline behind their everyday regimens. His journey is mirrored by the meticulous process behind the creation of every TUMI product, where design, testing, and refinement are pushed to the same high standards.