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

TUMI Unveils the Next Generation of Alpha Collection

TUMI, the globally recognized travel and lifestyle brand, has officially launched the new generation of its Alpha collection. This latest iteration features two prominent ambassadors: Formula 1 world champion Lando Norris and Asia-Pacific ambassador Wei Daxun. Both icons represent a modern interpretation of the Alpha range—products that reflect elegance, precision, and a discreet efficiency essential for contemporary travelers.

Campaign Overview

The promotional campaigns, crafted by director Alice Schillaci and photographed by Reto Schmid, showcase Lando Norris in a cinematic narrative filled with suspense. Drawing inspiration from classic action stories, the visuals depict a man preparing for an important mission, portraying themes of focus, precision, and initiative. Norris shares his thoughts, stating, “When you’re preparing for something significant, you don’t want distractions - you want everything to work perfectly. Whether I’m racing or on the move, it’s about being ready. Alpha seems designed for that mindset.”

Wei Daxun, on the other hand, stars in a visually stunning campaign that emphasizes smooth movements and modern aesthetics. Directed by David Pun and photographed by GK, this campaign captures Daxun navigating through stylish urban environments, demonstrating the Alpha collection’s streamlined lines and sophisticated design. Daxun remarks, “Alpha is crafted with real intention – you can feel it in the materials, the balance, and how it moves with you, no matter where the day takes me.”

Reinventing Travel Gear

Victor Sanz, TUMI's Global Creative Director, emphasizes that the Alpha collection is not just about following the trends, but also about rethinking performance in travel gear. He states, “We’re focused on how people move, what they carry, and how design can assist them on their journey. Lando and Wei embody this new generation. Alpha is designed to perform just as they do.”

Design Features

The Alpha collection highlights TUMI's innovative design intelligence. The range prominently features FXT™ Signature ballistic nylon, integrated with streamlined pockets, silent magnetic closures, and intuitive access points crafted for efficiency. Key styles include the Dual Access Expandable Carry-On, TUMI Brief Pack™, Double Expansion Duffel, and Convertible Clutch Crossbody, all refined to facilitate seamless movement.

As a nod to innovation and commitment to excellence, TUMI introduces Ultra Blue—sharply accented blue highlights on six iconic Alpha silhouettes. This colorway symbolizes TUMI’s relentless pursuit of innovation while honoring their dedication to quality.

Commitment to Customer Experience

TUMI’s new Alpha collection stands as a testament to the brand's enduring commitment to understanding its customers and enhancing every step of their journeys, wherever they may lead.

Product Highlights

• - TUMI Brief Pack™: Engineered for those who demand more from their travels, this pack allows you to take your office on the go. Retail Price: €660.
• - Double Expansion Duffel: Perfect for those who require maximum packing capability, this best-selling sports bag boasts impressive expansion features. Retail Price: €850.
• - Dual Access Expandable 4 Wheeled Carry-On: Designed for travelers seeking more, this expandable carry-on incorporates TUMI's signature ballistic nylon. Retail Price: €1,050.
• - Convertible Clutch Crossbody: Compact yet practical, this versatile piece can be transformed to suit various carrying styles. Retail Price: €370.

Discover the full TUMI Alpha collection now at TUMI.com and in TUMI stores worldwide. Follow @TUMITravel for exclusive behind-the-scenes access to the campaigns.

About TUMI

Since 1975, TUMI has been dedicated to creating world-class luxury products for business, travel, and performance, designed to enhance and simplify all aspects of life on the go. With a blend of seamless functionality and innovative spirit, we are a long-standing travel partner for creators and makers pursuing their passions. Learn more about TUMI at TUMI.com and follow us on Instagram, TikTok, Facebook, and YouTube.