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

TUMI Unveils the Next Generation of the Alpha Collection

TUMI, the esteemed international travel, lifestyle, and accessory brand, has debuted its next generation of the Alpha collection. This exciting launch is brought to life through engaging campaigns featuring global ambassador Lando Norris, the Formula 1 champion, and Wei Daxun, the celebrity ambassador for the Asia-Pacific region. The new Alpha collection embodies a sleek, precise, and intentionally understated design crafted for the modern traveler.

The global campaign, directed by Alice Schillaci and photographed by Reto Schmid, showcases Norris in a cinematic narrative filled with tension and focus. It offers a visual representation of a man preparing for an important mission, drawing upon the classic action storytelling motif characterized by precision and intent. Norris remarks, “When you're preparing for something important, you want to avoid distractions—everything should function exactly as it needs to.” He further adds, “Whether on the racetrack or on the go, it’s about being ready. Alpha feels made for this mindset.”

Continuing this theme, Wei Daxun also showcases the Alpha collection in a campaign directed by David Pun and photographed by GK (国琨), where he navigates through minimalist, modern spaces. The campaign highlights Alpha's clean lines, fluid movements, and sophisticated design. Daxun comments, “Alpha is designed with genuine intent—you can feel it in the materials, in the balance, in how the collection moves with you. It’s a product I trust, no matter where my day takes me.”

Victor Sanz, the Global Creative Director at TUMI, shares insights on the design philosophy behind the latest Alpha collection, stating, “Here, we are reimagining and evolving performance design. We analyze how people move, what they carry, and how design optimally supports them on their journeys.” Lando Norris and Wei Daxun represent this next generation, as Alpha is crafted to keep pace with their dynamic lifestyles.

Central to both campaigns is the design intelligence inherent in the Alpha collection. Its hallmark FXT™ Ballistic Nylon forms the backbone of the range, complemented by a well-structured pocket organization, quiet magnetic closures, and intuitively placed access points focused on efficiency. Key styles, including the Dual Access Expandable Carry-On, the TUMI Brief Pack™, the Double Expansion Duffel, and the Convertible Clutch Crossbody, have been meticulously refined to facilitate uninterrupted movement.

Celebrating the evolution of the Alpha collection, TUMI introduces Ultra Blue. Striking blue accents make bold statements at key contact points across six iconic Alpha silhouettes. This new color palette pays homage to TUMI’s relentless spirit of innovation and unwavering commitment to excellence.

The latest iteration of Alpha reflects TUMI’s ongoing dedication to understanding its customers and supporting every moment of their journeys, regardless of where those journeys may lead.

PRODUCT HIGHLIGHTS

• - TUMI Brief Pack™

Designed for those who expect more from every journey. Take your office on the go with our iconic design that features intuitive organization, ensuring each item has its designated place from the thoughtful organization panel to the hidden integrated phone pocket.
Retail price: $660.00

• - Double Expansion Duffel

Crafted for travelers who anticipate more from every journey. This best-selling duffel is intelligently constructed to maximize packing volume. With impressive depth and expandable storage, it becomes the perfect companion for long weekends.
Retail price: $850.00

• - Dual Access Expandable 4 Wheeled Carry-On

For travelers demanding more from every trip: This spacious, dual-access expandable carry-on impresses with TUMI's signature FXT™ Ballistic Nylon and top-tier functionality.
Retail price: $1,050.00

• - Convertible Clutch Crossbody

For those who demand versatility in their travels. This compact model seamlessly combines TUMI's signature design features with exceptional versatility, allowing you to wear it as a crossbody, wristlet, or clutch by simply changing the included straps.
Retail price: $370.00

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

About TUMI

Since 1975, TUMI has been creating superior business, travel, and performance items designed to enhance, simplify, and elevate your life on the go. With a perfect blend of flawless functionality and innovative spirit, TUMI stands as a dependable companion for travelers on all paths, supporting individuals who live their passions.