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

The New TUMI Alpha Collection: A Blend of Style and Functionality

Today, TUMI, the renowned international travel and lifestyle accessories brand, has unveiled the latest generation of its acclaimed Alpha Collection. The launch features globally recognized ambassadors Lando Norris, an F1 champion, and Wei Daxun, a star in the Asia-Pacific region, who highlight the collection through captivating campaigns that embody elegance and modernity.

Revolutionary Campaigns

With a creative team led by director Alice Schillaci and cameraman Reto Schmid, the campaign featuring Lando Norris presents a cinematic narrative, portraying him as a determined individual preparing for a mission. This dramatic presentation resonates with the precision and intent characteristic of the action genre. Norris expressed that, "When gearing up for something significant, distractions should be eliminated—everything must operate precisely as intended." His sentiment reflects the essential readiness required for both racing and traveling. The Alpha collection is designed to evoke that very mindset.

In parallel, Wei Daxun's campaign, directed by David Pun with cinematographer Guo Kun, showcases him navigating sleek, modern spaces that complement the striking lines and sophisticated aesthetics of the Alpha Collection. Daxun states, "The Alpha's design is imbued with genuine intention, felt in its materials, balance, and the seamless way the products move with you. It has my trust, regardless of what the day holds."

Innovation and Design Philosophy

According to Victor Sanz, TUMI's Global Creative Director, the new Alpha Collection signifies a reimagined approach to efficiency. He emphasizes understanding how people move, what they carry, and how design can facilitate their journey. Both ambassadors encapsulate the ethos of this new generation, which aims not just to keep pace but to move in concert with them.

At the heart of the Alpha Collection's appeal is its intelligent design. Featuring TUMI's signature FXT™ ballistic nylon, the collection is optimized with intelligent pockets, silent magnetic closures, and intuitive access points crafted for maximum efficiency. Notable styles within the collection include the expandable dual-access carry-on, the TUMI Brief Pack™, and the expandable duffel bag, each refined for continual movement and practicality.

To celebrate this evolution, TUMI has introduced the stunning Ultra Blue colorway, accentuating bold blue details across six iconic Alpha silhouettes. This color aims to highlight TUMI’s relentless innovation and commitment to excellence.

Product Highlights

• - TUMI Brief Pack™: Designed for those who expect more from their travels, this business backpack features an intuitive design with organized compartments for your essentials. Retail Price: €660.
• - Double Expansion Duffel: This travel bag caters to travelers who demand extra capacity and features an impressive design to maximize packing efficiency. Retail Price: €850.
• - Dual Access Expandable 4-Wheeled Carry-On: A large-capacity carry-on made from FXT™ ballistic nylon, equipped with top-tier functionality. Retail Price: €1,050.
• - Convertible Clutch Crossbody: A versatile style that can transition from a shoulder bag to a clutch, featuring the signature TUMI design elements. Retail Price: €370.

Explore the TUMI Alpha Collection today at TUMI.com and in TUMI stores worldwide. Don't miss exclusive behind-the-scenes content on @TUMITravel. Since its inception in 1975, TUMI has created world-class luxury essentials for business and travel aimed at enhancing all aspects of life in motion. Through an impeccable fusion of functionality and originality, TUMI continues to support those who pursue their passion for travel. For more information, visit TUMI.com and follow them on Instagram, TikTok, Facebook, and YouTube.