LANDO NORRIS CARRIES TUMI'S NEW TURIN COLLECTION AND ICONIC ALPHA X ON A JOURNEY AROUND THE FRENCH RIVIERA

The brand's newest campaign offers a glimpse into the McLaren Formula 1 Driver's life, taking viewers along for the ride with his favorite TUMI styles.

NEW YORK, Oct. 2, 2024 /PRNewswire/ -- Today, international travel and lifestyle brand TUMI unveils its all-new men's premium Turin collection. To debut its latest luxury line, TUMI tapped beloved McLaren Formula 1 Driver and longstanding TUMI Global Brand Ambassador, Lando Norris, to star in an exciting campaign with 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.

Campaign imagery: HERE

TUMI once again pushes the boundaries of performance luxury with the all-new Turin collection. Crafted from premium Italian leather with elevated metal accents, this collection is designed for the multifaceted man. From work to travel to play, Turin offers seven sleek styles—backpacks, briefcases, slings, totes, and more—priced from $450–$1,495 USD. Each piece, in a sophisticated black colorway, features TUMI's new 'T' logo, blending luxury with innovative design.

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. Expertly lensed by photographer Emma Panchot and director Arnaud Uyttenhove, Lando's personality shines through as he takes us through a day in his unpredictable life with his favorite TUMI products.

"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. "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."

"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," said Lando Norris. "The leather Turin pieces offer a real premium feel, which is a nice, sleek alternative to the TUMI | McLaren kit I carry to races."

Featured in the campaign alongside Turin are TUMI's iconic Alpha X and 19 Degree Titanium collections, along with silhouettes from the TUMI | McLaren collection—a nod to his long-standing career with the brand. Alpha X is TUMI's strongest softside collection to date, crafted from the ultra-durable PX6 fabric with a unique combination of high strength and abrasion resistance. The Alpha X assortment features elevated finishes including a mixed hard and soft side exterior and gunmetal hardware, ranging in price from $125–$1,495 USD.

The premium 19 Degree Titanium collection showcases products built for travel with genuine titanium that offers superior strength, durability and enhanced dent resistance. The 19 Degree Titanium assortment includes an international carry-on suitcase, an extended trip packing case and a briefcase, ranging in price from $3,000–$4,500 USD.

TUMI's new Turin collection is now available at TUMI.com and TUMI stores worldwide, alongside Alpha X, 19 Degree Titanium and TUMI | McLaren. Stay tuned for exclusive behind-the-scenes content from the campaign on @TUMITravel social channels. 

About TUMI
Since 1975, TUMI has been creating world-class business, travel, and performance luxury essentials, designed to upgrade, uncomplicate, and beautify all aspects of life on the move. Blending flawless functionality with a spirit of ingenuity, we're committed to empowering journeys as a lifelong partner to movers and makers in pursuit of their passions. For more about TUMI, visit TUMI.com and follow on Instagram, TikTok, Facebook, and YouTube.

TUMI and TUMI logo are registered trademarks of Tumi, Inc. © 2024 Tumi, Inc.

TUMI Media Contacts
Alexandra Gillis
TUMI
alexandra.gillis@tumi.com

Hailey Hauldren
SHADOW
hhauldren@weareshadow.com

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

LANDO NORRIS CARRIES TUMI'S NEW TURIN COLLECTION AND ICONIC ALPHA X ON A JOURNEY AROUND THE FRENCH RIVIERA

LANDO NORRIS CARRIES TUMI'S NEW TURIN COLLECTION AND ICONIC ALPHA X ON A JOURNEY AROUND THE FRENCH RIVIERA

TOKYO, Oct. 3, 2024 /PRNewswire/ -- Casio Computer Co., Ltd. announced today the release of the GMD-S5610IT, a new addition to the G-SHOCK brand of shock-resistant watches. This second collaboration between G-SHOCK and brand ambassador ITZY is available in five different models.

Since its February 2019 debut, ITZY has enjoyed tremendous support from a global fanbase, particularly in Asian countries. In February 2023, Casio signed the group as G-SHOCK brand ambassador, recognizing the phenomenal match between ITZY's powerful songs and performances and the G-SHOCK core identity of toughness.

This second collaboration between G-SHOCK and ITZY, the new GMD-S5610IT, is offered in a colorful selection of vibrant hues evoking the individual personalities of the ITZY members, who each captivate fans with their unique style. The watch is based on the GMD-S5610, a slimmer, more compact take on the 5600 Style, which inherits the iconic form of the original G-SHOCK.

When the LED backlight is illuminated, an arrangement of hand-drawn hearts appears on the LCD, recalling the "crown pose" ITZY members make at song endings. Five stars are printed with mirror ink at the top of the face, expressing the way the five members shine on the world stage with a brightness all their own. Additional design features incorporating the ITZY worldview include engravings of each of the members' signatures on the case back and a die-cut star on the band loop matching the stars at the top of the watch face.

The watches come in special packaging featuring the ITZY and G-SHOCK logos. The outer box is printed with each of the members' signatures. A set of 50 original stickers is also included, featuring illustrations specially drawn by ITZY members.

This new lineup of five special watches bursts with the powerful, energetic charm of the global sensation that is ITZY.

** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **

Casio to Release Second Collaboration with South Korean Girl Group ITZY

Casio to Release Second Collaboration with South Korean Girl Group ITZY