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

TUMI Unveils the Next Generation of Alpha Collection

TUMI, a renowned international brand in travel, lifestyle, and accessories, has officially launched the next iteration of its acclaimed Alpha collection. The introduction features an exciting new campaign starring Formula 1 champion and global brand ambassador Lando Norris, alongside regional ambassador for the Asia-Pacific, Wei Daxun, a popular actor. This collection is a reflection of modern travel dynamics, combining elegance and purposeful design to cater to the needs of today's travelers.

The campaigns feature a cinematic approach guided by director Alice Schillaci and photographed by Reto Schmid, where the spotlight is on Lando Norris. The visuals portray him gearing up for an intense mission, embodying the core themes of precision and focus typically found in action storytelling. Norris expresses, "When you’re preparing for something important, you want everything to work perfectly. Whether I’m racing or traveling, it’s all about being ready. And the Alpha collection gives me that feeling."

In a parallel narrative, Wei Daxun showcases the collection as he navigates through contemporary, sleek environments, emphasizing the clean lines and seamless innovation inherent in the Alpha design. Daxun states, "Alpha is designed with intent—it's evident in the materials, the balance, and the way it moves with you. I believe it will be there for me no matter where my travels take me."

Victor Sanz, TUMI’s Global Creative Director, notes, "We are revisiting performance with the Alpha collection. It’s all about understanding how people move and what they carry, and how design can enhance that journey. Lando and Wei represent this new generation of travel products that are not just intended to keep up, but to support their performance on every level."

The collection boasts exceptional design intelligence. Central to it is the premium ballistic nylon FXT™, which features sleek pocket closures, quiet magnetic fastenings, and thoughtfully placed access points for efficiency. Key styles include the

• - Dual Access Expandable Carry-On - A large capacity carry-on designed for ultimate functionality and resilience, retailing at €1,050.00.
• - TUMI Brief Pack™ - Ideal for business travelers seeking organization, retailing at €660.00.
• - Double Expansion Duffel - Winner for weekend getaways, noted for its ample packing space, priced at €850.00.
• - Convertible Clutch Crossbody - Versatile compact design, retailing at €370.00.

To celebrate this latest evolution, TUMI introduces a striking hue called Ultra Blue which accentuates key contact points within six iconic Alpha silhouettes. This color choice is a testament to TUMI's unyielding commitment to innovation and perfection in design.

The new generation of the Alpha collection illustrates TUMI's dedication to understanding its customers and enhancing their travel experience. With each piece designed to offer support and ease in their journeys, TUMI continues to lead the charge in modern travel solutions.

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

About TUMI

Since its establishment in 1975, TUMI has been at the forefront of creating premium travel essentials tailored for business, travel, and performance. Marrying flawless functionality with innovative spirit, TUMI is dedicated to being a lifelong partner to active individuals in pursuit of their passions. For more information, visit TUMI.com and follow us on Instagram, TikTok, Facebook, and YouTube.