TUMI launches campaign to mark 50th anniversary
The campaign spotlight two of most popular silhouettes: the Navigation Backpack from Alpha Bravo and the Celina Backpack from the Voyageur collection
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Published: Sep 22, 2025 4:01 PM | 1 min read
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Continuing the brand’s 50th anniversary year, TUMI has launched a campaign to spotlight two of its most popular silhouettes: the Navigation Backpack from Alpha Bravo and the Celina Backpack from the Voyageur collection.
“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.”
“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.”
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