TUMI Unveils the Next Generation of the Alpha Collection Featuring Lando Norris and Wei Daxun

TUMI's New Alpha Collection: A Testament to Elegance and Functionality

TUMI, the internationally renowned brand for travel, lifestyle, and accessories, has launched the latest generation of its prestigious Alpha collection. This new line is portrayed through captivating campaigns featuring Formula 1 champion and Global Brand Ambassador Lando Norris alongside Asia-Pacific Brand Ambassador, actor Wei Daxun. Together, they exemplify the refreshed essence of the Alpha collection, characterized by its elegant simplicity and precision, tailored for a modern, active lifestyle.

The global marketing campaign, directed by Alice Schillaci and captured by photographer Reto Schmid, presents Norris in a cinematic narrative steeped in suspense. It frames him as a man preparing for a mission, channeling classic action aesthetics through a discourse of precision and focus. “When you’re gearing up for something significant, distractions are the last thing you need; you want everything to work just right,” says Norris. “Whether I'm racing or on the go, it's all about being prepared. You realize that Alpha is designed with this mindset in focus.”

Wei Daxun’s campaign, directed by David Pun and shot by GK (国琨), similarly showcases the refined and fluid design of Alpha in sleek, modern surroundings. “Alpha is purposefully crafted—you sense it in the materials, the balance, and how it flows with you. It’s something I trust to accompany me wherever my day takes me,” Daxun notes.

Victor Sanz, TUMI's global creative director, highlights, “Alpha represents a model for the active modern lifestyle. It’s where we rethink performance by examining how people move, what they carry, and how design can facilitate their journey.” Both Norris and Daxun embody a new generation that not only keeps pace but aligns seamlessly with the collection.

The Spotlight on Intelligent Design

Both campaigns focus on the design intelligence of the Alpha collection. The signature FXT™ ballistic nylon serves as the backbone of the series, complemented by optimized pockets, silent magnetic closures, and intuitive access points to enhance efficiency. Key models include the Dual Access Expandable Carry-On, TUMI Brief Pack™, the Double Expansion Duffel, and the Convertible Clutch Crossbody—all refined to facilitate movement effortlessly.

To celebrate the evolution of Alpha, TUMI introduces the Ultra Blue colorway, featuring vivid blue accents across six iconic silhouettes. This fresh hue exemplifies TUMI's ongoing commitment to innovation and excellence.

The latest iteration of Alpha underlines TUMI's dedication to understanding their customers' needs and supporting every moment of their travels.

Features of the New Collection

TUMI Brief Pack™

Designed for those demanding more from every journey, this brief pack offers ample space and organization, ensuring every item has its place, from a quick-access back pocket for your phone.
Retail Price: €660.00

Double Expansion Duffel

Crafted for travelers who require more, this bestselling duffel maximizes load capacity with impressive depth and expansion, making it perfect for longer weekends.
Retail Price: €850.00

Expandable 4-Wheel Carry-On with Dual Access

This spacious, dual-access carry-on, made with TUMI's signature FXT™ ballistic nylon, features top-tier functionality ideal for the discerning traveler.
Retail Price: €1,050.00

Convertible Clutch

A compact, versatile piece designed for maximum utility, this model can be worn as a shoulder bag, clutch, or wristlet just by changing the included straps.
Retail Price: €370.00

Explore the TUMI Alpha collection 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 unparalleled luxury accessories for business, travel, and performance, designed to enhance, streamline, and beautify every aspect of life on the go. With a seamless blend of impeccable functionality and ingenuity, TUMI strives to make travel more inspiring, becoming a long-term partner for movers and creators pursuing their passions. For more, visit TUMI.com and follow us on Instagram, TikTok, Facebook, and YouTube.