Lando Norris Takes TUMI’s New Turin Collection for a Spin Around the French Riviera

Fast cars, sun-drenched coastlines, and the ultimate travel gear—this is how TUMI’s latest campaign comes to life, with none other than McLaren Formula 1 star Lando Norris leading the charge. In a world where speed meets luxury, Norris, TUMI’s Global Brand Ambassador, is the perfect face to debut the brand’s sleek new men’s premium Turin collection. Set against the backdrop of a stunning French chateau, Lando gives us a sneak peek into his fast-paced yet stylish life, with TUMI’s iconic gear as his go-to companions.

Let’s be honest: if anyone knows how to merge function with flair, it’s Lando. The man makes zipping through the streets of Monaco look like a leisurely afternoon drive. And just like his day-to-day unpredictability, TUMI’s Turin collection is made for the multifaceted modern man—whether you're jet-setting to a new city or just trying to get through your 9-to-5 in style.

Crafted from premium Italian leather and accented with metal touches, the Turin collection serves looks while delivering practicality. Backpacks, briefcases, slings, totes—you name it, TUMI’s got it, all wrapped up in an effortlessly chic black colourway that pairs perfectly with Lando’s sharp, laidback style. The bold new ‘T’ logo doesn’t hurt either; it’s the subtle flex every guy needs.

Lando isn’t just strutting around with Turin, though. TUMI’s campaign wouldn’t be complete without the brand’s iconic Alpha X and 19 Degree Titanium collections making an appearance. Alpha X, TUMI’s strongest softside collection to date, is built to take the heat (and the bumps), featuring PX6 fabric and gunmetal hardware for a rugged yet refined edge. Meanwhile, the 19 Degree Titanium pieces offer a masterclass in luxury travel, combining serious strength with a sleek design that’s practically indestructible.

In the campaign, Lando’s playful energy shines through as he weaves through a day of adventure, from cruising the coast to taking a pit stop at a beachfront café. Photographed by Emma Panchot and directed by Arnaud Uyttenhove, the campaign feels like a day in the life of Lando—but with an extra layer of luxury.

“I’ve been working with TUMI for years now, and this campaign feels personal,” Lando shared. “The Turin pieces are super premium and a nice change from the TUMI | McLaren gear I take to races.”

TUMI’s Senior VP of Global Marketing & eCommerce, Jill Krizelman, adds: “Lando is the embodiment of what Turin stands for—fast-paced, versatile, and unapologetically luxurious. He’s been an incredible partner, and this campaign really highlights his connection to the brand.”

The Turin collection, along with Alpha X, 19 Degree Titanium, and the TUMI | McLaren lineup, is now available online and in TUMI stores worldwide. If you want to see more of Lando's French Riviera journey, make sure to follow @TUMITravel for exclusive behind-the-scenes content.

So, whether you're a high-speed jet-setter or just trying to up your daily carry game, TUMI’s got your back. Literally.