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F1 Star Lando Norris — and His McLaren 765LT Spider — Take Tumi’s Newest Luxury Travel Goods for a Ride in Latest Campaign

Danielle Directo-Meston

Wed, October 2, 2024 at 8:27 PM UTC

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Lando Norris offers a taste of the fast life as a Formula 1 superstar in Tumi’s newest travel campaign.

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The 24-year-old F1 star shows off the luxury travel brand’s new Turin collection ($250 to $1,495) of textured black leather backpacks, sling bags and more high-performance accessories at an oceanside French chateau. Shot by photographer Emma Panchot and director Arnaud Uyttenhove, the campaign sees Norris wearing the Davine backpack with a view of France’s coast, playing bellhop with the iconic 19 Degree Titanium suitcase and making a pit stop in his custom blue McLaren 765LT Spider with the $1,795 carry-on from the luxury auto company’s collab with Tumi.

The new Turin line features Tumi’s revamped “T” logo on belts, wallets, briefcases, tote bags and toiletry cases. The sleek silhouettes are made of Italian leather and include the Tumi Tracer, the brand’s complimentary program for tracking lost or stolen items. Select pieces can be customized with monogramming.

McLaren Formula 1 driver Lando Norris in Tumi's Turin campaign — McLaren Formula 1 driver Lando Norris in Tumi’s Turin campaign with the 19 Degree Titanium suitcase.

The shoot also highlights best-selling pieces from the travel label’s Alpha X and 19 Degree Titanium lines, “demonstrating how TUMI remains a constant in [Norris’] exciting, unpredictable life,” per the company.

“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,” Norris says in a statement. “The leather Turn pieces offer a real premium feel, which is a nice, sleek alternative to the Tumi McLaren kit I carry to races.”

Tumi | McLaren Aero International Expandable 4-Wheeled Carry-On

$1,795 at Tumi

McLaren Formula 1 driver Lando Norris in Tumi's new campaign — Lando Norris with the Alpha Double Expansion satchel and the Alpha X Brief Pack in Tumi’s new Turin campaign.

The British driver is among Tumi’s global ambassadors across entertainment, including singers Reneé Rapp and Gracie Abrams, South Korean actress Mun Ka Young, soccer player Son Heung-Min, golfers Nelly Korda and Ludvig ?berg and others. The New Jersey-based company’s luggage and travel gear have been seen with Meghan Markle, Kaia Gerber, Princess Beatrice, Chris Pratt and Tom Hiddleston, to name just a handful.

Below, see more images from the campaign