#USA #New York #Lando Norris #Tumi #Alpha Collection

TUMI Unveils a New Era with the Alpha Collection

TUMI, the renowned international travel and lifestyle brand, has officially launched the next generation of its Alpha collection, which is designed for the modern traveler. In an exciting campaign spearheaded by Formula 1 World Champion and Global Brand Ambassador Lando Norris, alongside Asia-Pacific Brand Ambassador Wei Daxun, this new lineup redefines contemporary travel gear.

The Genesis of a Campaign

With the campaign directed by Alice Schillaci and photographed by the talented Reto Schmid, Lando Norris takes center stage in a cinematic narrative. Portrayed as a man preparing for an important mission, the imagery evokes classic action stories characterized by precision, focus, and determination. Norris states, "When you're gearing up for something important, you want everything to function flawlessly. Whether I am racing or just on the go, being prepared is paramount. The Alpha collection aligns perfectly with that mindset."

Wei Daxun, on the other hand, represents the Alpha ethos in environments that blend elegance and modernity. Directed by David Pun and captured by photographer GK (国琨), Daxun's campaign showcases sleek lines and fluid movements, emphasizing Alpha's refined design. Daxun notes, "Alpha is designed with clear intention. You feel this in the materials, balance, and how it seamlessly integrates with your movements. It's something I can trust, regardless of where the day takes me."

The Philosophy Behind Alpha

Victor Sanz, TUMI's Global Creative Director, describes the Alpha collection as a blueprint for modern mobility. “This is where we return to redefine performance. We focus on how people travel, what they carry, and how great design can enhance that journey.” Both ambassadors, Norris and Daxun, exemplify the future generation of travelers that the Alpha line seeks to serve.

Central to both campaigns is the intelligent design that defines the Alpha collection. Featuring the iconic FXT™ Ballistic Nylon, each piece is complemented by streamlined compartments, silent magnetic closures, and intuitive access points, all engineered for maximum efficiency. The collection is highlighted by sophisticated models such as the Dual Access Expandable Carry On, TUMI Brief Pack™, Double Expansion Duffel, and Convertible Clutch Crossbody; all crafted to support uninterrupted movement.

To celebrate this evolution of the Alpha line, TUMI introduces a striking Ultra Blue colorway, recognizable by its bold blue accents at key touchpoints on six iconic Alpha silhouettes. This vibrant update marks TUMI's relentless pursuit of innovation and excellence.

Key Products in the Collection

TUMI Brief Pack™

Designed for those looking to elevate every journey, the TUMI Brief Pack™ allows users to carry their office effortlessly. Its intuitive layout features ample space, ensuring every item has its designated spot, from the organizational panel to a discreetly hidden phone pocket.
Price: €660.00

Double Expansion Duffel

For travelers who expect more, this duffel maximizes packing capabilities and offers impressive depth and additional space, ideal for long weekends.
Price: €850.00

Dual Access Expandable 4-Wheeled Carry-On

This spacious carry-on, made from signature FXT™ Ballistic Nylon, ensures top-tier functionality with access from two sides.
Price: €1,050.00

Convertible Clutch Crossbody

Designed for ultimate versatility, this compact model boasts signature TUMI design elements and allows for multiple carrying options—crossbody, clutch, or wristlet—by easily switching out the provided straps.
Price: €370.00

Explore the full TUMI Alpha collection today at TUMI.com and in TUMI stores worldwide. Follow @TUMITravel for exclusive behind-the-scenes content from the campaign.

About TUMI

Since its inception in 1975, TUMI has been at the forefront of crafting premium luggage designed to enhance life on the move. By blending seamless functionality with ingenuity, TUMI is committed to enabling travel as a lifelong partner for those pursuing their passions. For more information on TUMI, visit TUMI.com and connect with us on Instagram, TikTok, Facebook, and YouTube.

Note: TUMI and the TUMI logo are registered trademarks of Tumi, Inc. © 2026 Tumi, Inc.