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Lando Norris joins Tumi livestream ahead of F1 Chinese Grand Prix

The 51-year-old luggage brand built on ballistic nylon and boardroom pragmatism is engaging Formula 1’s Gen Z fanbase to rebuild relevance in China.

Emma Li
Emma Li
FashionStrategy
Lando Norris joins Tumi livestream ahead of F1 Chinese Grand Prix
Lando Norris appears in a campaign for Tumi’s Alpha collection. Ahead of the Chinese Grand Prix in Shanghai, the McLaren driver and reigning Formula 1 world champion joined a livestream with Chinese fans. Image: Tumi
Contents
  1. From business travel staple to F1 partner: Tumi’s repositioning strategy
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