#USA #New York #Lando Norris #Tumi #Wei Daxun

TUMI Elevates Travel with the New Alpha Collection

TUMI, the renowned international brand known for its high-quality travel accessories, has officially launched the next generation of its Alpha collection. On January 22, 2026, this iconic brand revealed two captivating campaigns featuring global brand ambassador Lando Norris, a celebrated Formula 1 champion, and Wei Daxun, a prominent actor and Asia-Pacific brand ambassador. Both individuals represent a fresh narrative that emphasizes sophistication, precision, and purposeful design—a reflection of contemporary travel needs.

A Vision Realized Through Dynamic Campaigns

The campaigns are crafted to resonate with modern travelers, emphasizing both style and functionality. Directed by Alice Schillaci and captured by photographer Reto Schmid, Norris is presented in a cinematic thriller narrative that evokes a sense of preparation for a significant mission. His journey parallels the expectation of perfection in important moments, stating, "When you prepare for something critical, distractions have no place; you want everything to operate flawlessly. The Alpha collection embodies this mindset."

Meanwhile, in a campaign directed by David Pun and photographed by GK (国琨), Wei Daxun glides through elegant and modern spaces, showcasing the collection's refined lines and adaptive mobility. Daxun articulates his experience with the Alpha pieces, noting, "You feel the intention in the materials and how they move with you. It's reassuring knowing they’ll be with me, regardless of what the day brings."

According to Victor Sanz, TUMI's Global Creative Director, both Norris and Daxun symbolize a new generation of travelers. The Alpha collection is not just about keeping pace with them; it is also about performing alongside them. The design intelligence behind Alpha is at the forefront, utilizing the exclusive FXT™ ballistic nylon that serves as the foundation for the collection, complemented by streamlined pockets, silent magnetic closures, and intuitive access points tailored for efficiency.

Impressive Product Highlights

Among the standout products in the new collection are:

• - TUMI Brief Pack™: Ideal for professionals requiring efficiency on-the-go. This spacious design features intuitive organization to accommodate all essentials, priced at €660.
• - Double Expansion Duffel: Perfect for those who need maximum capacity without compromising style. This bestselling duffel offers remarkable depth and expansion, with a price tag of €850.
• - Expandable Carry-On: Designed for travelers who demand more. This oversized, double-access carry-on incorporates TUMI's signature FXT™ ballistic nylon, available for €1,050.
• - Convertible Crossbody Clutch: For those seeking versatility, this compact bag can be worn as a crossbody or handheld, with a retail price of €370.

Let's not forget the striking addition of Ultra Blue accents across six iconic Alpha silhouettes, a vibrant homage to TUMI's unwavering commitment to innovation and excellence.

The Essence of TUMI

This next generation of the Alpha collection mirrors TUMI's steadfast dedication to understanding its customers' needs, facilitating each moment in their journeys, wherever life may lead. Since its inception in 1975, TUMI has transformed the landscape of luxury travel essentials, creating products defined by both functionality and flair. Their aim? To enhance, simplify, and elevate every aspect of life on-the-go.

Explore the new TUMI Alpha collection on TUMI.com or at a TUMI retail store near you. Stay connected with TUMI by following @TUMITravel for exclusive behind-the-scenes content from the campaign.