TUMI Launches the New Generation of Alpha Collection Featuring Lando Norris and Wei Daxun
TUMI, a renowned global brand specializing in travel, lifestyle products, and accessories, has recently unveiled the next generation of its acclaimed Alpha collection. This exciting new launch is highlighted by two separate advertising campaigns, each featuring prominent figures: Formula 1 World Champion Lando Norris and Asian-Pacific ambassador, actor Wei Daxun. Together, they embody a modern, sophisticated expression of the Alpha collection, expertly designed to meet the needs of global travelers.
In a captivating worldwide campaign directed by Alice Schillaci and photographed by Reto Schmid, Norris takes center stage in an action-packed narrative. Portrayed as a man gearing up for an important mission, his character showcases a blend of precision, focus, and intent, reminiscent of the meticulous preparation required in both racing and travel. "When preparing for something significant, distractions must be eliminated," says Norris. "The right preparation is everything—whether it’s about racing or traveling. It seems that Alpha is crafted with this mindset."
Wei Daxun’s campaign echoes this sentiment, showcasing him gliding through chic, contemporary environments that highlight the clean lines and refined aesthetic of the Alpha collection. His campaign, directed by David Pun and photographed by GK, portrays a seamless interaction with the minimalist design, illustrating how Alpha products adapt effortlessly in modern settings. "Alpha products are thoughtfully crafted,” Daxun states. “The materials and the balanced construction allow for unmatched reliability, no matter the circumstances. Alpha is the benchmark for travel solutions in today’s world."
Victor Sanz, TUMI’s creative director, emphasizes the brand's commitment to functionality. “We look at how people move and what they carry, focusing on creating solutions that enhance their travel experiences,” he explains. “Lando Norris and Wei Daxun represent a new generation, and the latest Alpha collection is designed not just to keep up but to accompany them in achieving their aspirations.”
Both campaigns strongly highlight intelligent design. The foundation of the construction features TUMI's signature FXT ballistic nylon, complemented by streamlined pockets, quiet magnetic closures, and intuitive access points designed for efficiency. Among the core offerings are several enhanced models, including the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel bag, and Convertible Clutch Crossbody. These items have been refined to provide travelers with greater freedom of movement.
Additionally, the introduction of the vibrant Ultra Blue colorway into the new Alpha collection adds striking accents to the iconic models, honoring TUMI’s relentless innovation and pursuit of excellence. TUMI’s latest Alpha generation reaffirms its dedication to understanding customer needs and readiness to support travelers at every journey, regardless of where they may lead.
Key Product Highlights:
Fans of the brand and travel enthusiasts alike are invited to explore the new TUMI Alpha collection on TUMI.com and at TUMI retail stores worldwide. Also, stay connected with @TUMITravel on social media for exclusive behind-the-scenes content from the campaign.
In a captivating worldwide campaign directed by Alice Schillaci and photographed by Reto Schmid, Norris takes center stage in an action-packed narrative. Portrayed as a man gearing up for an important mission, his character showcases a blend of precision, focus, and intent, reminiscent of the meticulous preparation required in both racing and travel. "When preparing for something significant, distractions must be eliminated," says Norris. "The right preparation is everything—whether it’s about racing or traveling. It seems that Alpha is crafted with this mindset."
Wei Daxun’s campaign echoes this sentiment, showcasing him gliding through chic, contemporary environments that highlight the clean lines and refined aesthetic of the Alpha collection. His campaign, directed by David Pun and photographed by GK, portrays a seamless interaction with the minimalist design, illustrating how Alpha products adapt effortlessly in modern settings. "Alpha products are thoughtfully crafted,” Daxun states. “The materials and the balanced construction allow for unmatched reliability, no matter the circumstances. Alpha is the benchmark for travel solutions in today’s world."
Victor Sanz, TUMI’s creative director, emphasizes the brand's commitment to functionality. “We look at how people move and what they carry, focusing on creating solutions that enhance their travel experiences,” he explains. “Lando Norris and Wei Daxun represent a new generation, and the latest Alpha collection is designed not just to keep up but to accompany them in achieving their aspirations.”
Both campaigns strongly highlight intelligent design. The foundation of the construction features TUMI's signature FXT ballistic nylon, complemented by streamlined pockets, quiet magnetic closures, and intuitive access points designed for efficiency. Among the core offerings are several enhanced models, including the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel bag, and Convertible Clutch Crossbody. These items have been refined to provide travelers with greater freedom of movement.
Additionally, the introduction of the vibrant Ultra Blue colorway into the new Alpha collection adds striking accents to the iconic models, honoring TUMI’s relentless innovation and pursuit of excellence. TUMI’s latest Alpha generation reaffirms its dedication to understanding customer needs and readiness to support travelers at every journey, regardless of where they may lead.
Key Product Highlights:
- - TUMI Brief Pack™: Tailored for those who demand more from their travel, this sleek design provides ample space and organization, ensuring every item has its place — from the organizational panel to the hidden phone pocket. Retail Price: €660.00.
- - Double Expansion Duffel: A bestseller crafted for versatility, this deep and wide travel bag maximizes capacity, making it the ideal companion for long weekend trips. Retail Price: €850.00.
- - Dual Access Expandable 4 Wheeled Carry-On: Featuring the flagship FXT ballistic nylon, this innovative carry-on prioritizes functionality and ease of access. Retail Price: €1,050.00.
- - Convertible Clutch Crossbody: A compact model that captures TUMI’s signature elements through a versatile design, thanks to interchangeable straps allowing for wristlet or shoulder use. Retail Price: €370.00.
Fans of the brand and travel enthusiasts alike are invited to explore the new TUMI Alpha collection on TUMI.com and at TUMI retail stores worldwide. Also, stay connected with @TUMITravel on social media for exclusive behind-the-scenes content from the campaign.
Topics Consumer Products & Retail）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.