Automotive Fashion Lifestyle

Lando Norris stars in TUMI’s “Unpack Tomorrow” campaign for limited-edition TUMI | McLaren 60th Anniversary Collection launch

TUMI has launched the TUMI | McLaren 60th Anniversary Collection to celebrate six decades since the founding of elite motorsports team and luxury supercar maker McLaren. The collection was unveiled in the final installment of the brand’s Spring 2023 campaign, entitled “Unpack Tomorrow,” featuring returning TUMI Crew member and McLaren Formula 1 driver Lando Norris.

“As two brands rooted in the creation of world-class, performance luxury products with a true understanding of how technology and functionality coincide, the synergies between TUMI and McLaren are undeniable,” said TUMI’s Creative Director, Victor Sanz. “We are thrilled to have collaborated on this collection with McLaren, utilizing their famous papaya color and combining modern, lightweight materials to create luggage, bags and accessories that celebrate their 60th anniversary.”

TUMI and McLaren’s commemorative collaboration will continue to seamlessly integrate fashion, lifestyle and technology with its newest seasonal pieces through its combination of cutting-edge technology, innovation, and design excellence. 

The limited edition

Designed to accommodate the needs of pioneers, travelers and adventurers on the go, the collection offers a range of limited-edition styles in McLaren’s signature papaya colorway, including the Torque Sling, Velocity Backpack, and Aero International Expandable 4 Wheeled Carry-On, as seen in Lando’s “Unpack Tomorrow” campaign images. The 60th Anniversary collection offers an expanded assortment of carrying options with the addition of packing cases and portfolios. The new collection was officially dropped on April 13th, and is now available to shop in TUMI stores worldwide and on TUMI.com

“Together with TUMI, we wanted to build on the success of our core and carbon fiber collections with a bespoke capsule edit to celebrate sixty years of McLaren,” said Goran Ozbolt, Chief Designer of McLaren Automotive. “This edition of luxury travel pieces also celebrates our founder Bruce McLaren’s passion for looking to the future, pushing the boundaries, and matching effortless functionality with a modern design language that reflects the ethos of both companies.”

Lando’s installment of “Unpack Tomorrow” features the racing superstar in a short-film montage of his travels, showcasing a hybrid McLaren Artura supercar and the ways that his TUMI bag’s performance matches his own.

The Formula 1 driver’s campaign video reintroduces best-selling pieces from TUMI’s core TUMI | McLaren collection which the brand has relaunched this season, furthering the celebration of McLaren’s special anniversary and the ongoing partnership between the international travel and lifestyle and luxury automotive brands. 

In addition to the launch of the 60th Anniversary collection, TUMI will be amplifying its partnership with McLaren through a global content series at key Grand Prix races, including multiple community engagement tactics, influencer talent, and exclusive giveaway prize.

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