Rising Formula 1 Star Lando Norris Fronts TUMI’s New Turin Campaign

Travel and Lifestyle brand Tumi has tapped Formula 1 driver and Singapore Grand Prix 2024 winner Lando Norris for its latest Turin campaign. 

Performance and travel are at the heart of TUMI, so it was only natural to entrust its campaigns into the hands of McLaren Formula 1 driver Lando Norris. As global brand ambassador for TUMI, Norris now takes pride of place, starring in the brand’s new Turin campaign. 

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Lando Norris presents new Turin campaign from travel and lifestyle brand TUMI

In celebration of the all-new men’s premium Turin collection, TUMI takes us on a ride around the French Riviera, giving us a glimpse of Lando’s glamorous life, complete with luxury leather goods, a grand chateau, and of course, the thrill of the track. 

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On his partnership with TUMI, Norris said, “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.” 

Crafted from premium Italian leather and punctuated with TUMI’s new ‘T’ logo, the seven-style Turin line has been designed with the multifaceted man in mind. Taking said man from work to travel to play, the range offers slick black backpacks, briefcases, slings, and tote bags to ensure every occasion is catered to. Speaking on the collection, Norris shared, “The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races.” 

The campaign, which was shot by EMMA Panchot and directed by Arnaud Uyttenhove, also features TUMI’s other big hitters. Notably, the Alpha X- and 19-Degree Titanium collections also make an appearance, combining the strongest soft side collection to date with slick, super-strength titanium. These are joined by silhouettes from the TUMI | McLaren collection, signalling the driver’s long-standing association with the brand. 

“Lando has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns,” said Jill Krizelman, SVP of Global Marketing & eCommerce. She continued, “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 new Turin collection.”  

The Turin collection is available at TUMI stores globally and online, including TUMI’s revamped Pacific Place outpost.

(All images: TUMI)