TUMI’s Turin Collection
Today, global travel and lifestyle brand TUMI introduces its brand-new premium Turin collection for men. To introduce this luxurious line, TUMI partnered with McLaren Formula 1 driver and longstanding Global Brand Ambassador, Lando Norris. He stars in an exciting new campaign featuring the Turin collection alongside TUMI’s iconic Alpha X, 19 Degree Titanium, and TUMI | McLaren collections. The campaign captures Lando’s vibrant, playful spirit as he effortlessly blends the fast-paced world of motorsport with the refined luxury of TUMI products.
Performance Luxury Redefined with the Turin Collection
TUMI continues to push the boundaries of performance luxury with the Turin collection, meticulously crafted from premium Italian leather and accented with elevated metal detailing. Tailored for the contemporary, versatile man, this collection features seven stylish designs—ranging from backpacks and briefcases to slings and totes—priced between $450 and $1,495 USD. Each piece is available in a sophisticated black colorway and prominently features TUMI’s new ‘T’ logo, combining timeless luxury with innovative design.
Lando Norris Stars in the Turin Campaign
The Turin campaign offers a fresh perspective on TUMI, with Lando Norris as the perfect embodiment of its dynamic, active lifestyle. Set against the picturesque backdrop of a French seaside chateau, the campaign captures a day in Lando’s unpredictable life, showcasing how he stays effortlessly stylish with his favorite TUMI pieces. Photographed by Emma Panchot and directed by Arnaud Uyttenhove, Lando’s charisma and personality shine through in each shot, as he navigates his dual worlds of racing and relaxation with TUMI as his constant companion.
TUMI’s Excitement for the New Collaboration
Jill Krizelman, TUMI’s Senior Vice President of Global Marketing & eCommerce, shared her enthusiasm for the campaign, remarking, “For over three years, Lando has been a crucial partner to TUMI, consistently bringing energy to our collaborations and campaigns. This campaign is particularly special, as it captures a new, more personal side of Lando while unveiling our Turin collection. His signature style and energy make him the ideal person to introduce this line.”
Lando Norris Shares His Experience with TUMI
Lando Norris also shared his enthusiasm for the collaboration, saying, “Working with TUMI has been an incredible experience, especially with this new campaign that feels so personal. The leather Turin pieces have a premium feel, and they offer a sleek alternative to the TUMI | McLaren kit I typically carry to races.”
Iconic Collections: Alpha X and 19 Degree Titanium
The campaign highlights TUMI’s renowned Alpha X and 19 Degree Titanium collections. Alpha X is TUMI’s most durable softside collection to date, made from ultra-resistant PX6 fabric. Its unique combination of high strength and abrasion resistance is complemented by sleek gunmetal hardware, with prices ranging from $125 to $1,495 USD. Meanwhile, the 19 Degree Titanium collection caters to the discerning traveler, offering exceptional strength and dent resistance through the use of genuine titanium. This line includes an international carry-on, extended packing case, and briefcase, with prices ranging from $3,000 to $4,500 USD.
TUMI’s Legacy in Performance Luxury
With this campaign, TUMI continues to solidify its position as a leader in performance luxury, offering products that seamlessly balance durability, innovation, and elegance. From fast-paced travel to relaxed moments, TUMI remains the go-to brand for those who seek to experience the best in both worlds.
