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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 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
- CATL opens Middle East's first NING SERVICE Experience Center in Riyadh —currently the largest new energy aftermarket facility outside China.
- The facility offers comprehensive full-lifecycle after-sales support, cultivates local technical talent and accelerates the deployment of advanced electrification and energy storage solutions.
- It also functions as a regional ecosystem hub linking diverse stakeholders and resources to drive industrial synergy and sustainable growth.
RIYADH, Saudi Arabia, Jan. 11, 2026 /PRNewswire/ -- On January 10, 2026, CATL opened the Middle East's first and currently the largest new energy aftermarket facility outside China—the NING SERVICE Experience Center in Riyadh—strengthening its after-sales presence in the Middle East and supporting the region's shift toward cleaner energy systems.
The opening comes as Saudi Arabia and the wider Middle East advance ambitious electrification and decarbonization goals under Vision 2030 and similar national initiatives. Taking Saudi Arabia as an example, The Kingdom has set a goal to transition 30% of all vehicles in Riyadh to electric by 2030, as part of a larger strategy to reduce emissions in the capital city by 50%. Sustainability policies are also driving the shift to electric equipment, such as promoting the use of electric forklifts, while encouraging the use of green energy on farms under the Saudi Green Initiative. However, progress is tempered by persistent challenges, including longstanding oil dependency, surging electricity demand, extreme climatic conditions, and limited charging and service infrastructure.
Strategically designed to overcome these obstacles, the Riyadh facility offers comprehensive full-lifecycle after-sales support, cultivates local technical talent and accelerates the deployment of advanced electrification and energy storage solutions.
Covering more than 7,000 square meters, the Riyadh center combines exhibition areas, diagnostics and maintenance zones, refurbishment facilities, training spaces, and a customer lounge. It is designed to serve not only as a localized service hub for the region and a showcase of CATL's system-level capabilities across electric mobility, energy storage, and intelligent electrification, but also as a platform that links diverse resources, fostering industrial synergy across the ecosystem.
A full-lifecycle approach to new energy services
Relying on CATL's deep R&D and extreme manufacturing capabilities, NING SERVICE Experience Center provides customers with full-lifecycle services that encompass battery diagnostics, repair, maintenance, rework, training, recycling, aftermarket logistics and warehousing. Its services span over seven major product categories—from passenger and commercial vehicles to energy storage systems—along with diverse repair scenarios, setting a new benchmark for new energy service delivery in the region.
Leveraging CATL's advanced diagnostics and repair expertise, along with established service processes, the center's comprehensive after-sales services
helps enterprise customers reduce downtime, lower maintenance costs, and extend asset life, providing greater certainty around long-term performance and residual value while reducing long-term ownership costs and delivering more cost-effective and reliable services for end users.
Advancing localized operations and capability building
The Riyadh center serves as a key platform for CATL's localized operations in the Middle East, supporting talent development and long-term local value creation. Through dedicated training facilities, CATL builds after-sales and technical expertise in the new energy sector, contributing to skilled employment and knowledge transfer across the Middle East. Globally, NING SERVICE operates 10 training centers, totalling 2,300 square meters, and has certified more than 9,700 new energy after-sales professionals through partnerships with vocational institutions.
Beyond talent development, CATL is deepening its localization strategy by reinforcing local infrastructure and building ecosystem partnerships. CATL is in discussion with top-tier local industry players—including fuel network operators to rapidly provide green electricity to gas stations and major infrastructure companies to electrify their truck fleets, as well as energy companies to deploy solar-plus-storage solutions.
These initiatives not only bolster CATL's local service capabilities and market confidence, but also by enabling key partners, jointly drive the scaled adoption of comprehensive new energy solutions across the Middle East.
"As a leading energy company in Saudi Arabia, we see tremendous opportunities in energy transformation. For instance, we plan to deploy solar-plus-storage solutions at our gas stations and electrify forklifts to reduce reliance on oil. We look forward to collaborating with top players like CATL to drive this transition forward," said Ahmed Ibrahim，Assistant General Manager For Procurement of Al Drees, a leading provider of petroleum and logistics services in Saudi Arabia.
"The launch of CATL's Riyadh aftermarket flagship underscores our shared commitment to driving the global energy transition. This milestone not only reflects the growing demand for sustainable solutions in Saudi Arabia but also embodies our collective vision for a cleaner, electrified future. As the investor behind the experience centre, we are confident that this partnership will accelerate electrification and strengthen the region's role in advancing the energy transition." said Lin Chaofan, CEO of F4S.
Part of a global network
The Saudi Arabia opening builds on CATL's global service footprint, which includes more than 1,200 professional service stations across 76 countries and 73 spare-parts warehouses worldwide. CATL ranks No. 1 globally in spare parts inventory stocked with 100% genuine parts, with a total warehouse area of more than 370,000 square meters. To date, NING SERVICE has supported more than six million electric vehicles, providing professional after-sales services for passenger vehicles, commercial vehicles, and energy storage customers.
A long-term commitment to the Middle East
Bruce Li, President of Quality System, Aftermarket Business, Battery Management System Department at CATL, said the Riyadh center reflects a strategic, long-term view of the region.
"Our decision to establish this center in Riyadh is not only a commercial choice, but a long-term commitment," Li said. "As the first NING SERVICE Experience Center in the Middle East, it is more than a service facility. It is a new energy aftermarket ecosystem hub that brings together advanced technology, professional training, and industry collaboration—effectively connecting diverse stakeholders and resources to foster deeper synergy and sustainable growth across the region. Starting from here, CATL will continue to expand its after-sales service network across the Middle East, align closely with Saudi Arabia's Vision 2030, and support the region's energy transition through a reliable, end-to-end service system."
As the Middle East accelerates its shift toward electrification and energy storage adoption, CATL's expanded NING SERVICE presence is poised to deliver the technical reliability and sustained partnerships essential for this transformation.
RIYADH, Saudi Arabia, Jan. 11, 2026 /PRNewswire/ -- On January 10, 2026, CATL opened the Middle East's first and currently the largest new energy aftermarket facility outside China—the NING SERVICE Experience Center in Riyadh—strengthening its after-sales presence in the Middle East and supporting the region's shift toward cleaner energy systems.
The opening comes as Saudi Arabia and the wider Middle East advance ambitious electrification and decarbonization goals under Vision 2030 and similar national initiatives. Taking Saudi Arabia as an example, The Kingdom has set a goal to transition 30% of all vehicles in Riyadh to electric by 2030, as part of a larger strategy to reduce emissions in the capital city by 50%. Sustainability policies are also driving the shift to electric equipment, such as promoting the use of electric forklifts, while encouraging the use of green energy on farms under the Saudi Green Initiative. However, progress is tempered by persistent challenges, including longstanding oil dependency, surging electricity demand, extreme climatic conditions, and limited charging and service infrastructure.
Strategically designed to overcome these obstacles, the Riyadh facility offers comprehensive full-lifecycle after-sales support, cultivates local technical talent and accelerates the deployment of advanced electrification and energy storage solutions.
Covering more than 7,000 square meters, the Riyadh center combines exhibition areas, diagnostics and maintenance zones, refurbishment facilities, training spaces, and a customer lounge. It is designed to serve not only as a localized service hub for the region and a showcase of CATL's system-level capabilities across electric mobility, energy storage, and intelligent electrification, but also as a platform that links diverse resources, fostering industrial synergy across the ecosystem.
A full-lifecycle approach to new energy services
Relying on CATL's deep R&D and extreme manufacturing capabilities, NING SERVICE Experience Center provides customers with full-lifecycle services that encompass battery diagnostics, repair, maintenance, rework, training, recycling, aftermarket logistics and warehousing. Its services span over seven major product categories—from passenger and commercial vehicles to energy storage systems—along with diverse repair scenarios, setting a new benchmark for new energy service delivery in the region.
Leveraging CATL's advanced diagnostics and repair expertise, along with established service processes, the center's comprehensive after-sales services
helps enterprise customers reduce downtime, lower maintenance costs, and extend asset life, providing greater certainty around long-term performance and residual value while reducing long-term ownership costs and delivering more cost-effective and reliable services for end users.
Advancing localized operations and capability building
The Riyadh center serves as a key platform for CATL's localized operations in the Middle East, supporting talent development and long-term local value creation. Through dedicated training facilities, CATL builds after-sales and technical expertise in the new energy sector, contributing to skilled employment and knowledge transfer across the Middle East. Globally, NING SERVICE operates 10 training centers, totalling 2,300 square meters, and has certified more than 9,700 new energy after-sales professionals through partnerships with vocational institutions.
Beyond talent development, CATL is deepening its localization strategy by reinforcing local infrastructure and building ecosystem partnerships. CATL is in discussion with top-tier local industry players—including fuel network operators to rapidly provide green electricity to gas stations and major infrastructure companies to electrify their truck fleets, as well as energy companies to deploy solar-plus-storage solutions.
These initiatives not only bolster CATL's local service capabilities and market confidence, but also by enabling key partners, jointly drive the scaled adoption of comprehensive new energy solutions across the Middle East.
"As a leading energy company in Saudi Arabia, we see tremendous opportunities in energy transformation. For instance, we plan to deploy solar-plus-storage solutions at our gas stations and electrify forklifts to reduce reliance on oil. We look forward to collaborating with top players like CATL to drive this transition forward," said Ahmed Ibrahim，Assistant General Manager For Procurement of Al Drees, a leading provider of petroleum and logistics services in Saudi Arabia.
"The launch of CATL's Riyadh aftermarket flagship underscores our shared commitment to driving the global energy transition. This milestone not only reflects the growing demand for sustainable solutions in Saudi Arabia but also embodies our collective vision for a cleaner, electrified future. As the investor behind the experience centre, we are confident that this partnership will accelerate electrification and strengthen the region's role in advancing the energy transition." said Lin Chaofan, CEO of F4S.
Part of a global network
The Saudi Arabia opening builds on CATL's global service footprint, which includes more than 1,200 professional service stations across 76 countries and 73 spare-parts warehouses worldwide. CATL ranks No. 1 globally in spare parts inventory stocked with 100% genuine parts, with a total warehouse area of more than 370,000 square meters. To date, NING SERVICE has supported more than six million electric vehicles, providing professional after-sales services for passenger vehicles, commercial vehicles, and energy storage customers.
A long-term commitment to the Middle East
Bruce Li, President of Quality System, Aftermarket Business, Battery Management System Department at CATL, said the Riyadh center reflects a strategic, long-term view of the region.
"Our decision to establish this center in Riyadh is not only a commercial choice, but a long-term commitment," Li said. "As the first NING SERVICE Experience Center in the Middle East, it is more than a service facility. It is a new energy aftermarket ecosystem hub that brings together advanced technology, professional training, and industry collaboration—effectively connecting diverse stakeholders and resources to foster deeper synergy and sustainable growth across the region. Starting from here, CATL will continue to expand its after-sales service network across the Middle East, align closely with Saudi Arabia's Vision 2030, and support the region's energy transition through a reliable, end-to-end service system."
As the Middle East accelerates its shift toward electrification and energy storage adoption, CATL's expanded NING SERVICE presence is poised to deliver the technical reliability and sustained partnerships essential for this transformation.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
CATL Opens Middle East's Largest New Energy Aftermarket Facility in Riyadh
CATL Opens Middle East's Largest New Energy Aftermarket Facility in Riyadh
CATL Opens Middle East's Largest New Energy Aftermarket Facility in Riyadh
