Singapore – As TUMI rolls out its all-new men’s premium Turin collection, the global travel and lifestyle brand has recently launched a new campaign featuring McLaren F1 driver Lando Norris–who is also TUMI’s global brand ambassador–to feature Turin and 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.
As the official launch of the Turin collection, 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 in France.
With campaign images captured by photographer Emma Panchot and director Arnaud Uyttenhove, Lando’s personality shines through as the popular racing driver takes us through a day in his unpredictable life with his favourite TUMI products.
Speaking on his involvement in this campaign, 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. The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races.”
Meanwhile, Jill Krizelman, SVP of global marketing & e-commerce at TUMI commented, “Lando has been an invaluable partner to TUMI for over three years, consistently driving excitement for our collaborations and campaigns. 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.”
