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

TUMI Unveils an Exciting New Era for Alpha Collection

International travel and lifestyle brand TUMI has launched its new generation of the Alpha Collection, showcasing a modern reimagination through compelling campaigns starring global ambassador Lando Norris and Asia-Pacific brand representative, actor Wei Daxun. This collection merges elegance with functionality, designed specifically for today’s dynamic lifestyle.



Both ambassadors highlight the refreshed essence of the Alpha Collection, which is characterized by stylish precision and purposeful minimalism. The collection is crafted to accompany the evolving needs of today's jet-setters.

Generating Excitement with Campaigns

The global campaign, directed by Alice Schillaci and photographed by Reto Schmid, features Norris in an exciting narrative reminiscent of thriller films. It showcases the focused and determined mindset required in both racing and transitioning seamlessly between travel experiences. Norris asserts, “When preparing for something important, distractions shouldn’t be part of the equation; everything must function exactly as it should. Whether I’m in a race or simply on the go, readiness is paramount. Alpha is designed for that way of thinking.”

Conversely, Wei Daxun's campaign, directed by David Pun and captured by GK, emphasizes movement within modern, elegant settings. It illustrates the clean lines, fluid motions, and refined aesthetics of Alpha. Daxun expresses, “Alpha is designed with genuine intention. You can feel it in the materials, the balance, and the way it moves with you. It’s something I stand behind, no matter where my day takes me.”

Victor Sanz, TUMI's Global Creative Director, adds, “Alpha represents a model for modern movement. It’s our foundation for revisiting performance. We monitor how people move, what they carry, and how design can assist them on their journeys.” Both Norris and Daxun exemplify this new generation of the Alpha Collection, which is not only designed to keep pace with them but also to collaborate seamlessly with their lifestyle.

Design and Innovation at the Core

The campaigns underline the design intelligence pervasive throughout the Alpha Collection. The lineup features TUMI's trademark FXT ballistic nylon™, cleverly integrated with sleek pockets, silent magnetic closure, and intuitive access points meant for maximum efficiency. Core models like the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel, and Convertible Clutch Crossbody bag have been enhanced to ensure uninterrupted mobility.

To celebrate the latest release, TUMI introduces an ultra-blue color palette, notable for its vibrant blue accents on key locations across six iconic Alpha models. This color scheme embodies the unyielding spirit of innovation and TUMI’s commitment to perfection.

The new generation of Alpha reflects TUMI’s lasting dedication to understanding its customers and supporting them at every stage of their journey, no matter where it leads.

Product Highlights

• - TUMI Brief Pack™: Crafted for those who expect more from every trip. This spacious yet organized bag ensures that each item has its designated spot, featuring an organizational panel and a hidden phone pocket. Retail price: €660.00.
• - Double Expansion Duffel: Designed for travelers who refuse to compromise. This best-selling bag maximizes packing capacity with impressive depth and expandability, making it the perfect companion for long weekends. Retail price: €850.00.
• - Dual Access Expandable Carry-On: This spacious carry-on bag is made from our signature FXT ballistic nylon and offers top-notch functionality, designed for travelers who demand excellence. Retail price: €1,050.00.
• - Convertible Clutch Crossbody: Compact yet versatile; featuring hallmark TUMI design elements, this multifunctional piece can be worn as a crossbody, clutch, or sleek carry purse, thanks to included detachable straps. Retail price: €370.00.

Explore the TUMI Alpha Collection now at TUMI.com and at TUMI stores around the globe. Follow @TUMITravel for exclusive behind-the-scenes insights from the campaign.

About TUMI

Since its inception in 1975, TUMI has been devoted to creating premium luxury travel, business, and performance accessories designed to enhance, simplify, and beautify all aspects of life on the move. By uniting impeccable functionality with a spirit of creativity, we are committed to supporting travel as a lifelong partner for those pursuing their passions. Discover more about TUMI at TUMI.com and follow us on Instagram, TikTok, Facebook, and YouTube. TUMI and the TUMI logo are registered trademarks of Tumi, Inc. © 2026 Tumi, Inc.