LANDO NORRIS CARRIES TUMI'S NEW TURIN COLLECTION AND ICONIC ALPHA X ON A JOURNEY AROUND THE FRENCH RIVIERA

The brand's newest campaign offers a glimpse into the McLaren Formula 1 Driver's life, taking viewers along for the ride with his favorite TUMI styles.

NEW YORK,Oct. 2, 2024/PRNewswire/ -- Today, international travel and lifestyle brandTUMIunveils its all-new men's premiumTurincollection. To debut its latest luxury line, TUMI tapped beloved McLaren Formula 1 Driver and longstanding TUMI Global Brand Ambassador,LandoNorris, to star in an exciting campaign withTurinand the brand's iconic collections, including Alpha X, 19 Degree Titanium and TUMI | McLaren. The campaign highlights Lando's unapologetically playful spirit as he seamlessly balances the world of fast-paced sports with laidback luxury, all while keeping TUMI as his constant companion.

Campaign imagery: HERE

TUMI once again pushes the boundaries of performance luxury with the all-newTurincollection. Crafted from premium Italian leather with elevated metal accents, this collection is designed for the multifaceted man. From work to travel to play,Turinoffers seven sleek styles—backpacks, briefcases, slings, totes, and more—priced from $450–$1,495 USD. Each piece, in a sophisticated black colorway, features TUMI's new'T'logo, blending luxury with innovative design.

As the official launch of theTurincollection, the campaign offers a new look and feel for TUMI by placing a dynamic athlete in his prime—perfectly embodied by Lando—against the grand backdrop of a seaside chateau inFrance. Expertly lensed by photographerEmma Panchotand directorArnaud Uyttenhove, Lando's personality shines through as he takes us through a day in his unpredictable life with his favorite TUMI products.

"Lando has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns,"saidJill Krizelman, SVP of Global Marketing& eCommerce."This campaign is particularly special, as it offers a spirited and fresh perspective on Lando, capturing his signature style and personality in a new way. There's truly no one better to unveil the newTurincollection."

"Working with TUMI these past few years has been an incredible experience, especially on this new campaign where the content feels super personal to me,"saidLando Norris."The leatherTurinpieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races."

Featured in the campaign alongsideTurinare TUMI's iconicAlpha Xand19 Degree Titaniumcollections, along with silhouettes from the TUMI |McLarencollection—a nod to his long-standing career with the brand. Alpha X is TUMI's strongest softside collection to date, crafted from the ultra-durable PX6 fabric with a unique combination of high strength and abrasion resistance. The Alpha X assortment features elevated finishes including a mixed hard and soft side exterior and gunmetal hardware, ranging in price from $125–$1,495 USD.

The premium 19 Degree Titanium collection showcases products built for travel with genuine titanium that offers superior strength, durability and enhanced dent resistance. The 19 Degree Titanium assortment includes an international carry-on suitcase, an extended trip packing case and a briefcase, ranging in price from$3,000–$4,500 USD.

TUMI's newTurincollection is now available atTUMI.comand TUMI stores worldwide, alongside Alpha X, 19 Degree Titanium and TUMI | McLaren. Stay tuned for exclusive behind-the-scenes content from the campaign on @TUMITravel social channels. 

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, visitTUMI.comand follow onInstagram,TikTok,Facebook, andYouTube.

TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2024 Tumi, Inc.

TUMI Media Contacts

Alexandra Gillis

TUMI

alexandra.gillis@tumi.com

Hailey Hauldren

SHADOW

hhauldren@weareshadow.com

SOURCE Tumi, Inc.